Abstracts of Conference Proceedings - Corporate Communication ...

Table of ContentsExploring the Practice of CSR from a Corporate Communication PerspectiveAnne Ellerup Nielsen, Bo Laursen, Poul-Erik Flyholm Jørgensen, Irene Pollach, LineSchmeltz, Christa Thomsen and Leila Trapp, University of Aarhus (DENMARK)……………..32The Extent and Patterns of Multi-Stakeholder Communications in Annual Report LettersRoger W. Hutt, Arizona State University (USA)………………………………………………...33The Functions and Roles of Public Relations (and Promotion) Offices of Public and PrivateUniversities in the Turkish Republic of North CyprusSerra Görpe, European University of Lefke (TURKEY)……………………………….....……..34Global Genres and Localized Discourses: The Construction of Vogue, Cosmopolitanand Bazaar in ChinaDoreen Wu and Agatha Chung, Hong Kong Polytechnic University (HONG KONG)……….....35Hi Fans! Tell Us Your Story! Implementing a Stewardship-Centered Social MediaStrategy to Maintain Brand Reputation During a CrisisL. Simone Byrd, Alabama State University (USA)……………………………………….…..….36Identification with Networks as Network Identities: Insights from Two Philippine TVCompaniesFernando de la Cruz Paragas, Nanyang Technological University (SINGAPORE)……………..37The Image of The People’s Republic of China (PRC) vis á vis the Military March of its 60 thAnniversaryDaniel W.C. So, Cindy Ngai and Patrick Ng, The Hong Kong Polytechnic University(HONG KONG)…………………………………………………………………………………..38Image Work and Crises: Toward a Crisis Pre-emptive Image Management Model acrossthe Crisis Life CycleAugustine Pang, Nanyang Technological University (SINGAPORE)…………………………...39The Impact of Strategic Communication on Organizational Identity and Identificationduring ChangeYi Luo, Montclair State University………………………………………………………………40An In-Depth Listening Exercise with Front-Line Employees in the Middle of a Multi-Business Integration Generates Opportunities to Drive the Business ForwardTracy Benson Kirker, On the Same Page, LLC and Perri Richman, Ingersoll Rand (USA)…..…41Information Literacy as a Sine Qua Non for Modern Public Relations in the InformationSocietyAlireza Isfandyari-Moghaddam and Kobra Veisi, Islamic Azad University, Hamedan Branch(IRAN)…………………………………………………………………………………….….…..42Insights about Integrated Marketing Communication in Small and Medium-SizedEnterprises: An Exploratory StudyAnnamaria Esposito, IULM University of Milan (ITALY)………………………….…………..43Conference on Corporate Communication 2011 ProceedingsPage iv

Table of ContentsInstitutionalization of Corporate Social Responsibility within Corporate Communications:Combining Institutional, Sensemaking and Communication PerspectivesFreiderike Schultz, Free University (Germany) and Stefan Wehmeier, SyddanskuniversitetDenmark (Denmark)………………………………………………………………………...……44Internal Corporate Communication and its Impact on Internal Branding: Perception ofIndian Public Sector EmployeesNeha Sharma and T. J. Kamalanabhan, Indian Institute of Technology Madras (INDIA)………45A Key Corporate Communication Skill: Listening Critically to Language and itsRepresentationsDon R. Swanson, Monmouth University (USA)…………………………………………………46Leaders’ Communication Strategies for Large-scale GainRod Miller, Executive Institutional Advancement Exchange LLC (USA)………………………47Localism, Regionalism and Globalism in ASEAN Public Relations Practice: Visions,Values and Practices across Nations and CulturesGraeme Domm, RMIT International University Vietnam (VIETNAM)…………………..…......48Looking for the Roots of Future Success: Corporate Values to Drive OrganizationalChange in Natuzzi GroupAlessandra Mazzei and Luca Quaratino, IULM University of Milan (ITALY)……………...…..49Ministers, Disasters, Twitter, and VolunteerismUsep Suhud, Universitas Negeri Jakarta (INDONESIA) and Edith Cowan University(AUSTRALIA)…………………………………………………………………………….……..50Multiplying Public Interest Information through a Communitarian Radio CastersWorkshopGilmar Jose dos Santos, Ministry of Social Development and Fight Against Hunger, andFederal University of Juiz de Fora and Ângela Carrato, Federal University of Minas Gerais(BRAZIL)………………………………………………………………………………………...51Organizational Communication and Knowledge Management – Separated at Birth, yetJoined at the HipPeter Kastberg, University of Aarhus (DENMARK)………………………………………….....52People Just Like Me: The Rise of the Recognition Business and How it is AffectingCorporate BehaviorPeter Michael Horowitz, Baruch College, City University of New York (USA)…………….......53Personal Preference or Policy? Language Choice in a European-based InternationalOrganizationElizabeth de Groot, Radboud University (THE NETHERLANDS)……………………………...54Conference on Corporate Communication 2011 ProceedingsPage v

Table of ContentsPetrobras’ Corporate Image Monitoring System: A Decade-long Development Effortand its ResultsFernando Leite Ribeiro, University of São Paulo (BRAZIL) and Eraldo Carneiro da Silva,Petrobras – Petróleo Brasileiro S.A. …………………………………………………………......55A Portrait of the Corporate Communication Officer in Turbulent Times: A RomanticCharacter with Multiple IdentitiesEdoardo T. Brioschi, Rossella C. Gambetti and Mattia A. Giovanardi, Università Cattolica delSacro Cuore (ITALY)…………………………………………………………………………….56A Qualitative Study on Corporate Communication Management (CCM): Antecedentsand ConsequencesBahtiar Mohamad and T.C. Melewar, Brunel University (UK)………………………………….57Relational Risk and Reputational Management: The Case of Pfizer and the Trovan DrugTest in NigeriaIsmail Adegboyega Ibraheem, Coventry University (UK) and Lanre Issa-Onilu, MMCC GroupLimited (NIGERIA)……………………………………………………………………….……...58Resistance to Change in Process Management: The Petrobras CaseAlexandre Albuquerque Maranhao de Oliveira, Petrobras – Petróleo Brasileiro S.A(BRAZIL)…………………………………………………………………………………….......59Revealing Corporate Identities – On the Annual Report as the Business Card of aCompany (Extended Abstract)Marianne Grove Ditlevsen, University of Aarhus (DENMARK)………………………………..60The Role of Internal Communication in Employee EngagementJames Kinneer, Indiana University of Pennsylvania (USA)……………………………………...61A Staff-Student Research Initiative on Corporate Social ResponsibilityValerie Priscilla Goby and Catherine Nickerson, Zayed University (UNITED ARABEMIRATES)……………………………………………………………………………………...62Survivors’ Discursive Construction of Organizational Identifications after a DownsizingHelle Kryger Aggerholm and Mona Agerholm Andersen, University of Aarhus(DENMARK)…………………………………………………………………………………..…63Uncertainty and Corporate Communication Practices: The Forgotten Value ofCommunication Theory?Gideon de Wet, University of Fort Hare (SOUTH AFRICA)……………………………………64Use of New Media in Government Crisis Communication: Assessing Exigency,Effectiveness, and ExpedienceCheryl Chong, Neha Mathur and Augustine Pang, Nanyang Technological University(SINGAPORE)…………………………………………………………………………………...65Conference on Corporate Communication 2011 ProceedingsPage vi

IntroductionMichael B. Goodman, Ph.D., Conference ChairDirector, CCI – Corporate Communication Internationalgoodman@corporatecomm.orgChange and Corporate CommunicationRapid changes in global business practices, technology, and media require creativestrategic integration of knowledge to “connect the dots”-- to see the patterns that others with morenarrow training and experience do not. The general public is dauntingly skeptical about corporatebusiness practices, and this global reality demands constant and consistent demonstration ofethical behavior by corporate professionals, over and above a clear understanding of thetransformations in media and business practices.Issues for Multinational Corporations – EthicsIn the light of popular opinion about business corruption and the perceived power gapbetween the corporation and the individual, corporations have struggled to re-articulate andreinvent the compact between the individual and the enterprise in a variety of formal and informalways. Some of the more significant efforts in this direction set in the context of continuingconcerns about business ethics.The result of these concerns has been the emergence of formal “principles-based” codesof conduct, as well as the ongoing effort to rebuild public trust through the practice of CorporateResponsibility. The strategic adaptations taking place are an attempt to “normalize” therelationships between these social entities by making them both more transparent and moreexplicit in the context of new regulatory schemes in foreign as well as domestic operations.Corporate strategies in these critical areas include: Concerns about Corruption and Fraud Corporate Responsibility and the Corporation as Citizen Governance and the Global Corporation The Regulatory Environment for Ethical Global PracticeThe growing perception of corporate communication professionals as counsel to the CEOand to the corporation suggests the nurturing of leadership capabilities in these critical areas.Technology and The Social NetworkThe transformational impact of social media, Web 2.0, and the semantic internet, requirecorporations to cultivate media and technology expertise. Successful corporations adapt to thisrapidly changing technological, mediated, and ethical environment. Sustainable corporationsfocus on information relevant to their success, and on being thought leaders in their businesssectors through a tenacious pursuit of intellectual competence in the field. The complexity ofoperating in a multinational business environment with numerous constituencies also calls forprofessional expertise and familiarity with research tools and techniques.Conference on Corporate Communication 2011 ProceedingsPage viii

The Internet has had a transformative influence on corporate communication from itsbeginnings to its current form as Web 2.0. That influence extends not only to the introduction ofa wide array of new communication channels, but also to the very core of what we consider to becorporate communication. The extraordinarily high levels of interactivity and transparencyenabled by the Internet have made the elemental practices of corporate communication –corporate reputation, employee communication, shareholder communication, communityrelations, and public affairs – unrecognizable to practitioners who entered the profession just afew years ago.The current transformation will continue, and it is likely that we will look back on thisera as having changed not only the way companies communicate with these stakeholders, but thevery nature of those relationships as well. We will be able to say in a few years that “the mediumis the relationship,” contrary to McLuhan’s classic observation that the “medium is the message.”Or perhaps we will adopt the concept proposed by Rich Teplitsky, head of the Public RelationsSociety of America’s (PRSA) Technology Section that “there are no more mediums, onlymessages.”Political Opportunities and Risks Within and Across BordersIn the first decade of the 21 st century, a more truly global marketplace was created thanhad existed at any time since the decade preceding the First World War. Notwithstanding somereversals of this trend created by the global recession that began in 2008, the global marketplacecreated through the emergence of countries such as China, India, Brazil and Russia hastransformed the nature of global relations for multinational companies.There have been two principal drivers for this transformation. The first is the removal ofregulatory barriers controlling foreign ownership of business assets in countries such as India anda parallel reduction in subsidies or protections for home grown “industry champions. The secondis the development of truly global supply chains involving wholly owned and wholly outsourcedoperations.The combined power of these two shifts has brought about the decline of global corporateinfrastructures based on having autonomous country or regional business units in favor ofglobally matrixed organizations. In these matrixed structures, responsibility for managing abrand globally, for example, could be headquartered in one country and transportation andlogistics in another. In this model, employees responsible for marketing or transportation wouldreport both to the global manager of their function as well as a country manager in their owncountry. Multiple reporting relationships become even more complicated in some contemporaryorganizations where an individual could be accountable to a country managing director, a globalfunction leader, a key client relationship manager, and to the captain of an ad hoc continuousimprovement task force. All of these developments have profound implications for the practiceof global corporate relations, creating some new and reinforcing some old obstacles to effectivecorporate communication.Focus on Recent ResearchThe CCI Corporate Communication Practices and Trends Study 2011, now in its analysisand evaluation phase, will include in-depth interviews in addition to the series of surveyquestions, for the corporate communication officers who chose to participate in the interviews.This time open-ended questions asked:Conference on Corparate Communication Proceedings 2011Page ix

What are the top three critical issues in corporate communication today?What top three trends in corporate communication do you see?We also added two questions on important regulatory and political developments forcorporations:New legislation – Dodd-Frank – was passed in the summer of 2010. What impact,if any, have its provisions had on your corporate communication practice?Also in 2010 the U.S. Supreme Court handed down the Citizens United vs theFederal Election Commission decision. What impact, if any, has this ruling had onyour practice of corporate communication?A preliminary report on the 2011 CCI Study will be presented at the conference. The fullreport will be reported in June 2011 and available at www.corporatecomm.orgCCI Corporate Communication Practices and Trends: China Study 2010-2011In 2006 CCI completed the Corporate Communication Practices and Trends Study: AChina Benchmark 2006. http://www.corporatecomm.org/pdf/ChinaBenchmarkStudy.pdf. Anarticle “Tradition and Innovation: The China Business Communication Study” by Drs. Goodmanand Wang based on the research was published in the Journal of Business Strategy, (Vol. 28 No.3 2007, pp – 34- 41.) An additional study was completed in 2008, CCI CorporateCommunication Practices and Trends: A China Study 2008 – Phase II.Dr. Jieyun Feng (University of International Business and Economics in Beijing, China)was the lead investigator on this latest study, with the assistance of Nan Zhang and Liyuan Tian.The 2010 China Study, underwritten by Prudential Financial, Inc., analyzes the evolvingresponsibilities of Chinese corporate communication professionals, and explores how thecorporate communication function is structured in contemporary Chinese corporations. Itcombines current data with previous survey results to identify and analyze corporatecommunication practices and trends. A report of the findings is in this Proceedings.These two recent research studies by CCI Corporate Communication Internationalfocused on corporate communication practices and trends, and they build on the previous studiesin South Africa, China, United States, and the European Union:CCI Corporate Communication Practices and Trends: South Africa Benchmark Study2007 - 2008;CCI Corporate Communication Practices and Trends: A China Study 2008 – Phase II;CCI 2009 Corporate Communication Practices and Trends – United States;CCI Corporate Communication Practices and Trends: A European Union BenchmarkStudy 2008 - 2009These six studies, taken together, form a global outline of leading practices for corporatecommunication professionals.Conference on Corparate Communication Proceedings 2011Page x

The CCI Conference on Corporate Communication 2011The annual CCI Conference on Corporate Communication is a clear opportunity forcorporate communicators to develop professionally and to bring value to their companies. It isalso an opportunity for scholars to share their knowledge and research. It has been the premise ofthis conference that relationships among scholars and practitioners are an essential element of thesocial glue that binds civilized people together. And international meetings are important to buildand maintain trust among professionals with common interests and goals, but who are disbursedaround the world.It is in this spirit that once again corporate executives and university scholars met inWroxton, England from June 4 – 7 to exchange information and explore communication from aglobal perspective.The CCI Conference on Corporate Communication 2011 is intended to:Illuminate the interest in corporate communication as a strategic function inorganizational success.Explore the influence of globalization on the corporate communication profession asit relates to theory, practice, roles, processes, and ethics.Continue as a forum for the exchange of ideas and information among industry anduniversity representatives.Indicate trends and provide analysis for communication professionals, universityfaculty, and others interested in corporate communication.Disseminate the conference discussions through the publication of the conferenceProceedings, and selected in Corporate Communication: An International Journal.The three-day conference features speakers from twenty-two countries: Australia, Brazil,China, Denmark, Finland, France, Hong Kong, India, Iran, Italy, Malaysia, New Zealand,Nigeria, Singapore, South Africa, Sweden, The Netherlands, Turkey, United Arab Emerites,United Kingdom, United States, VietnamThe papers, case studies, and presentation summaries that follow reflect the discussion ofessential issues:• communication management• corporate governance and corporate communication• issues management• corporate communication leadership• green communication• corporate culture and identity• corporate branding• cross-cultural communication issues• corporate social responsibility• reputation and identity• global corporate relations• crisis communication• new media• corporate communication in China, South Africa, the EU, the U.S.A.And other issues such as:• stakeholder activism• health care communicationConference on Corparate Communication Proceedings 2011Page xi

• public relations and corporate reputation• document cycling and gatekeepingThe papers published here were selected based on a peer review process. They wereedited for the Proceedings by Christina Genest, CCI Associate Director, and students and alumniof the MA in Corporate Communication, Weissman School of Arts and Sciences, BaruchCollege, City University of New York (New York, NY): Anne Keller, Cynthia Chang, DarnideCayo and Kate Jones. We appreciate their hard work. We are also grateful to the members of theCCI Conference on Corporate Communication 2011 Program Committee for their insight andexpertise in making this conference a success. They are:Krishna Dhir, Ph.D., Berry College, USAWim J.L. Elving, Ph.D., Conference Co-Chair, University of Amsterdam, TheNetherlandsFinn Frandsen, Professor, mag. art., Aarhus University, DenmarkChristina M. Genest, MA, Conference Coordinator, CCI at Baruch College/CUNY, USAMichael B. Goodman,Ph.D., Conference Chair, CCI at Baruch College/CUNY, USAJohn Leipzig, Ph.D., University of Alaska Fairbanks, USAAugustine Pang, Ph.D., Nanyang Technological University, SingaporeRoslyn Petelin, Ph.D., Conference Proceedings Co-Editor, University of Queensland,AustraliaJo-Ann Straat, M.A., Daiichi Sankyo, USAPat Scott, Ph.D., University of Pennsylvania & Uhmms Corp., USADaniel W.C. So, Ed.D., The Hong Kong Polytechnic University, ChinaDon Swanson, Ed.D., Monmouth University, USAWe also thank the following contributors to the Conference on Corporate Communication 2011:Proceedings SponsorDISHART COMMUNICATIONSBest Paper Awards SponsorEmerald Group Publishimg LimitedBest Presenter Award SponsorUhmmsConference Academic PartnersASB Centre for Corporate CommunicationAarhus Business School, University of Aarhus, DenmarkAustralian Journal of CommunicationFaculty of English, Media Studies & Art History, The University of Queensland,AustraliaThe Bilingual Corporate Communication Program CommitteeDepartment of Chinese & Bilingual Studies, The Hong Kong Polytechnic University,ChinaConference on Corparate Communication Proceedings 2011Page xii

Wee Kim Wee School of Communication and Information, Nanyang TechnologicalUniversity, SingaporeCCI Corporate SponsorsCCIHoneywellJohnson & JohnsonMedco Health Solutions, Inc.MMCC Group LimitedPfizer IncPrudential Financial, Inc.Siemens CorporationNOTE: The CCI Conference on Corporate Communication 2011 is sponsored by CorporateCommunication International at Baruch College/CUNY, U.S.A., in association with CorporateCommunications: An International Journal, published by Emerald Group Publishing Ltd., U.K.In 2011 the conference venue is at Baruch College, City University of New York, New York,NY. For more information on CCI, visit its website at www.corporatecomm.org.Conference on Corparate Communication Proceedings 2011Page xiii

The Adaptation Task between Copywriter and AdvertisingCampaign ManagerRe-conceptualizing Levels of Abstraction in Intercultural IntegratedMarketing CommunicationMartin NielsenAarhus University, Denmarkmn@asb.dkThe purpose of this research paper is to revisit and develop a theory of advertising campaigns inorder to identify a level of abstraction at which cultural adaptations can be conducted. Themethodological approach consists of a literature review of corporate communication,intercultural advertising and translation studies in order to extract the campaign theory, whichuntil now has been somewhat under-theorized, and develop a campaign theory which enables andsupports adaptations on the campaign level instead of the text level. Preliminary findings showthat the well-founded translation theory, which deals with adaptation at the text level, does notcorrespond to a similarly well-developed campaign theory, which deals with adaptation at thecampaign level. One major implication for further research is the intertwining of the strategicaspect(s) of the intercultural advertising campaign with translation theory aspects. Subsequently,both the organizational position of the person who will do the adaptation and the competencies ofthat person ought to be discussed and theorized more than has been done previously.Implications for business practice involve focusing on the levels of abstraction withinintercultural integrated marketing communication, and for developers of study programmesfocusing on new and interdisciplinary competencies.Conference on Corparate Communication Proceedings 2011Page 1

Anatomy of Nonviolent Protest againstPublic Sector Corporations in IndiaKrishna S. DhirBerry College, USAkdhir@berry.eduThe purpose of this paper is to analyze nonviolent strategies adopted by a class of stakeholders –those who are victims of the process of development and modernization in India. Over the pastfew decades, India has established public sector corporations as developmental instruments.This paper presents a case study of protest against such a corporation set up to construct damson the Narmada River. Human populations displaced by the dams have protested against theresulting adverse effects on habitats, natural resources, way of life, and indigenous cultures.These protests have deployed nonviolent strategies. This paper presents an analysis of conditionsthat define success and failure of these nonviolent protest movements. The analyses revealprerequisite conditions that must be present in the protest environment, the protesting agents, andthe protest methodology for nonviolent actions to succeed.Conference on Corparate Communication Proceedings 2011Page 2

Assessing the Use of Communication Technologies as EffectiveInternal Communication ChannelsCase Studies of Malaysian SMEsCheng Ean, LEE (Catherine)School of Communication, Taylor’s University Malaysiacatherinechengean.lee@taylors.edu.my or cath_chuan@yahoo.co.ukMany companies have begun to treat new communication technologies as an importantinvestment for creating a new paradigm for workplace communication. This paper examines theextent of using new communication technologies as an effective internal communication platformand its implications in workplace communication. A structured questionnaire survey was carriedout with 300 employees of ten small and medium enterprises (SMEs) in Malaysia and an in-depthinterview was conducted with 50 employees drawn from the survey sample. The results revealedthat employees of Malaysian SMEs use various types of communication technologies in theworkplace. Despite the availability of various communication technologies, the employeesperceive email as an effective and efficient internal communication tool. This study concludesthat communication technologies are widely used as dynamic avenues for employeecommunication and demonstrate high effectiveness as a new form of communication culture inMalaysian SMEs.Conference on Corparate Communication Proceedings 2011Page 3

The Battle for LegitimacyCorporate Communication Challenges in Implementing CSRIrene Pollach, Anne Ellerup Nielsen, Bo Laursen, Christa Thomsen, Leila Trapp,Line Schmeltz, Poul Erik JørgensenCentre for Corporate Communication, Aarhus School of Business and Social Sciences,Aarhus University, DenmarkIRPO@asb.comThis paper presents the findings from an interview study conducted among 16 CSR managers oflarge, industrial companies in Denmark that represent frontrunners in the field of CSR. Therationale for choosing CSR managers rather than corporate communication managers is thatCSR managers are more likely to be involved in actively shaping CSR strategies, which is crucialfor this study. The paper takes an interpretive, social constructionist approach, exploring howCSR managers perceive and frame the challenges present in CSR communication with a view tomanaging stakeholder relations, maintaining social legitimacy, and implementing their CSRstrategies. Theoretically, the study is based on a holistic approach, grounded in strategy,organization, and communication. More specifically, it draws on the theories of competitiveadvantage, institutionalization, and auto-communication in order to study the companies' battlefor legitimacy in the public sphere.(Paper was not available at time of publication.)Conference on Corparate Communication Proceedings 2011Page 4

Beyond Identity Washing - Corporate Social Responsibility in anAge of SkepticismStrategies of Identity Washing and RisksWim Elving*ASCOR, University of Amsterdam, The Netherlandsw.j.l.elving@uva.nlMark van Vuuren*University of Twente, The NetherlandsOrganizations need good reputations among their stakeholders. One way of creating a betterreputation may be to engage in Corporate Social Responsibility (CSR) or CorporateResponsibility (CR) programs. However, since some organizations are greenwashing theircommunication (suggesting a responsible attitude without actual backing in behavior)stakeholders have become skeptical when confronted with CR communications. We aim to helporganizations who want to show their activities in this skeptical environment. In order to do so,1) we describe the dynamics of skepticism, 2) we give examples of greenwashing and 3) wesuggest ways to avoid the impression of greenwashing and give a fair hearing to real CRprograms and strategies.Keywords: CSR, CR, Greenwashing, Skepticism, Conceptual paper*Authors are listed in a random order and contributed equally to this paper.Conference on Corparate Communication Proceedings 2011Page 5

Building Positive Power into Strategy NarrativeMinna MarsAalto University School of Economics, Finlandminna.mars@aalto.fiPurpose: This paper investigates communication in a strategic change. Building on a pilot study,which took a meaning centered perspective into examining change communication, this papertakes positive and negative language markers, and success/failure connotations as its lens intoexamining the language of the strategy narrative on different management levels.Approach: The data was drawn from CEO‘s letters to all employees, and from interviews andfocus group discussions with managers from various organizatioal levels. The analysis combinedcontent analysis and narrative thematic analysis with approaches from critical discourse analysis(CDA, Fairclough, 2003).Findings: The authored strategy narrative in CEO‘s letters demonstrated a dynamic cyclicalstructure, and produced a powerful story invigorating the organization to the change with its mixof negative and positive language markers, and combining early successes with changeprompters to raise ambition level and drive continuous change. The CEO‘s salient positivelexical markers reflected distinctively back in middle managers‘ retold strategy narratives.Practical implications:The findings suggest that positive language and success connotations asempowering, motivational and energizing rhetoric elements in change communication may havereceived too little attention as constructs for creating constant change readiness in organizations.Keywords: strategic change; strategy narrative; change communication.Conference on Corparate Communication Proceedings 2011Page 6

CCI Corporate Communication Practices & TrendsU.S. Study 2011Michael B. GoodmanMA in Corporate Communication &CCI -- Corporate Communication InternationalBaruch College, City University of New York, USAMichael.Goodman@baruch.cuny.edu or goodman@corporatecomm.orgThe CCI Corporate Communication Practices and Trends Studies provide critical information foracademics and practitioners involved in the study and practice of Corporate Communication.The USA studies were recently joined by studies in China (2006, 2008, 2010-11) and South Africa(2007-2008). The 2011 research focused on US-based Fortune 1000 companies. This study isespecially important considering current concerns involving leadership and communicationpractices in the aftermath of the world financial crisis begun in late 2008. The 2011 CCI studyexamines the unprecedented changes taking place in the communication, media, and businessenvironments as reflected in the practice of corporate communication. The 2011 Study alsoexamines the internal relationship between the Chief Executive Officer and the ChiefCommunication Officer.CCI -- Corporate Communication International conducted studies in 2000 and 2001 to set abenchmark for the practice of corporate communication in Fortune 1000 companies. The CCIPractices and Trends Study in 2002, 2003, 2005, 2007, and 2009 are subsequent studies.CCI surveyed Corporate Communication executives from the Fortune 1000 companies and askedtwenty-seven questions. Several of these focused on the functions of their work and the budgetresponsibilities of those functions, emphasizing the importance the corporation places on thefunction by the assignment of accountability. Other questions asked about the executive profile –age, educational background, gender, salary. CCI also conducted phone and email interviewswith selected respondents. In 2003, several site visits were added to the process of gatheringinformation. The surveys gather information on past practices; the interviews allow discussion ofmore current actions; and the site visits allow for extended interviews and observations of theexecutives in their own work environment, and often give insight into plans for future strategiesand tactics.Conference on Corparate Communication Proceedings 2011Page 7

Character as DefenceA Study of Vattenfall’s Communication following an Incident at theNuclear Plant at Forsmark, SwedenOrla VigsøDepartment of Media, Communication and ITSödertörn University, Swedenorla.vigso@sh.seMaja von Stedingk WigrenSchool of Humanities, Eduction and Social SciencesÖrebro University, Swedenmaja.von-stedingk-wigren@oru.sePurpose – The incident in 2006 at the Vattenfall owned plant in Forsmark turned out to be one ofthe most serious ever in Sweden. Vattenfall's communication during this crisis did not meet theaccusations, instead their line of defence was not to engage in discussions of the accusations, butto refer only to their own character as safe, thorough and scientific. Apparently, this strategyworked; the company ranked high in public confidence before the incident, and according topolls this confidence remained unharmed throughout the crisis. This paper aims to analyze underwhich circumstances a defence built on character may meet the demands of the stakeholders,especially those of the general public.Design/methodology/approach – The purpose is reached through a mainly rhetorical analysis ofboth Vattenfall's press releases during the crisis, and the media coverage.Findings – The analysis shows that the success of Vattenfall's communication strategy relies ontheir use of the general reputation held by the company at the start of the crisis. With a high levelof general trust, not addressing accusations directly can be a successful move.Practical implications – The paper shows that to a company facing a crisis situation, contextanalysis is crucial. The strategy adapted by Vattenfall could seem potentially damaging tothemselves, but worked in the actual circumstances.Originality/value – The paper shows that not meeting accusations may work as an apologeticstrategy, if the reputation established in the pre-crisis situation is sufficiently strong.Keywords – Corporate communications, Nuclear reactors, Public relations, SwedenPaper Type – Research paperPublished in: Corporate Communications: An International Journal, Vol. 15, No. 4, 2010, pp.365-379, Emerald Group Publishing LimitedConference on Corparate Communication Proceedings 2011Page 8

Communicating SustainabilityDo Nordic Energy Corporations Exemplify a New Generation of CSR?Helle Kryger Aggerholm & N. Leila TrappAarhus University, Denmarkhag@asb.dk & ltr@asb.dkHeightened public interest in company efforts to address global issues, such as the climate issue,has influenced corporate social responsibility (CSR) and ethics programs (May, Cheney, &Roper, 2007). This interest has sparked a so-called ―third generation‖ approach to CSR whichinvolves extending beyond company-bound issues such as fulfilling legal obligations, improvingworkplace conditions and supporting local communities, to addressing broader, universal issueswhich affect humankind in general (Stohl, Stohl, & Popova, 2009). Due to the scope of theseglobal problems, and the impossibility of one company solving them alone, this shift has alsoinspired corporate collaboration with other companies, nonprofits, or governments (Austin,2000).This paper aims at making an empirically based contribution to our understanding of thisapparent contemporary evolution of CSR in the context of globalization. To do so, we examinethe CEO introductions to sustainability reports in four Nordic energy companies and (1) evaluatethe ways the companies position themselves thematically in a global issues framework, and (2)determine the extent to which they reflect engagement with the ideals of third generation CSR.The analysis reveals that although third generation thinking is apparent, it does not dominate.Approaches to CSR primarily reflect company-bound second generation thinking, framed withina global domain in a ―Think global, act local‖ discourse.Conference on Corporate Communication 2011 ProceedingsPage 9

Communication Training for Corporate ClientsGeraldine E. HynesSam Houston State University, USAGBA_GEH@SHSU.EDUTom HajdukGeorgetown University, USAth356@georgetown.eduSam DeKayBank of New York Mellon Corporation, USAsdekay@bnymellon.comDeborah Roebuck, KennesawState University, Creativity Training Institute, USAdroebuck@kennesaw.eduKatie O’NeillRock-Tenn, USAkoneill@rocktenn.comPanel Discussion Sponsor:Association for Business CommunicationThe purpose of this panel presentation is to explore new and leading practices and processesfollowed in corporate communication training and coaching. It will address the following topics:1. What types of communication training are most companies offering their employees?2. What communication deficiencies do incoming employees have, and how areemployers responding?3. What are the advantages and disadvantages of customized training programs vs. "offthe shelf" or computer-based programs?4. What are some differences between training programs sponsored by universities andthose sponsored by commercial vendors?5. What is the current model for needs assessment, program design and development,delivery, and evaluation of training programs?The practical implications of the answers to these questions will be identified. Issues thatcorporate clients face when considering hiring external suppliers of training and developmentwill be addressed.The panelists are practitioners and scholars who are affiliated with universities as well asveteran communication trainers, consultants, and corporate coaches. The panelists are membersof the Association for Business Communication and the Association of ProfessionalCommunication Consultants.Keywords - Business communication, TrainingConference on Corporate Communication 2011 ProceedingsPage 10

A Comparison of English and U.S. AmericanCommunication Patterns in Work SettingsApplying M.A. Thesis Findings toGlobal Corporate Communication ChallengesDianne R. McGuireTranscultural Communications, USA.dnersesian@yahoo.comThe purpose of my presentation will be to highlight the findings of my M.A. thesis andapply the research to some of the challenges professionals face in the field of global corporatecommunication. My thesis focused on comparing communication patterns between Englishnationals and U.S. Americans in organizational settings and creating suggestions for effectiveinteraction between the two cultural groups.After I interviewed thirty-two English nationals, several themes emerged from theresearch that can be applied to enhance cross-cultural communication in any multiculturalsetting. The themes I will discuss include: overcoming language barriers, managing diversecommunication styles, and handling conflict in decision-making processes. (100)In the field of global corporate communication, complexities exist because of language,cultural differences, and challenges with understanding diverse expectations. The presentationwill conclude with ideas for academics and practitioners to help mitigate these issues in face-tofaceinteractions and in writing.Conference on Corporate Communication 2011 ProceedingsPage 11

Competing Discourses in Crisis Reporting andManagement in ChinaThe Case of Milk ScandalDoreen WU and LIU MingThe Hong Kong Polytechnic University, PRCctdwu@inet.polyu.edu.hkHUANG YuHong Kong Baptist University. PRCs03033@hkbu.edu.hkThe paper will focus on the tension between political-driven, market-driven, and professional-drivendiscursive systems in contemporary Chinese media practice and examine how these three systems arecompeting and affecting the strategies of reporting and managing the crisis of milk scandal (between 2007and 2010) in China. The ―political-driven‖ discourse here refers to the prevalent media discursive systemin China before it re-opened its door to the West in 1978. In the political-driven discursive system,journalists have been defined as being the servants of the state and the mouthpiece of the government orparty and the functions of the media are primarily in advocating the opinions, attitudes and beliefs of thegovernments and/or the power elite of the society, resulting often in distorted, partisan or untrueinformation. Concomitant with the changing political environment and the country‘s transition from thetotalitarian central planning economy to market-driven economy after 1978, a ―market-driven‖ discoursehas developed in which features of media tabloidization with Chinese characteristics become evident. Withfurther commercialization and increasing influence from the West, media professionalism is also beingcalled for in China. In a ―professional-driven‖ discourse, journalists hold public stewardship and shouldbe the watchdog of the government in which plurality of opinions, accessibility of information from varioussources and outlets, objectivity and impartiality in reporting are emphasized to contribute to thedevelopment of a democratic society. The paper will examine in details how the three competing discourseshave affected and have been represented in the framing of milk scandal crisis in China and presentsdiscussions and explanation on the distinctive development of Chinese crisis reporting and management asit meets the global trends and challenges.Keywords: competing discourses, crisis reporting, milk scandal, China(Paper was not available at time of publication.)Conference on Corporate Communication 2011 ProceedingsPage 12

Connecting Corporate Communications and Persuasion TheoryAn Argument for The Theory of Reasoned Action and BeyondBrian J HouseholderBaruch College/CUNY, USAbrian.householder@baruch.cuny.eduAfter a comprehensive review of Corporate Communication: An International Journal, asignificant lack of reference to vital persuasion theories was discovered. This essay seeks tobridge persuasion theory and corporate communication. Specifically, a detailed review of theTheory of Reasoned Action is provided and the theories utility to corporate communicationresearchers and practitioners is discussed.Conference on Corporate Communication 2011 ProceedingsPage 13

Controlling Unfavorable Feedback on the WallHow Large Companies React to Negative Comments Posted toCorporate-sponsored Facebook PagesSam H. DeKayBNY Mellon Corporation and St. John’s University, USAsdekay@bnymellon.com79% of Fortune 100 companies use some form of social media to communicate with customersand other stakeholders. However, these media pose the risk of providing a forum for commentscritical of corporate leadership, services, or products. Most marketing specialists recommendthat negative comments should be treated as opportunities to resolve potential problems. Thispaper assesses if large companies adopt the recommended approach when reacting to negativecomments. The study identifies all Facebook pages sponsored by the top 10 companies (asdefined by the Forbes 2000 for 2010) in four industry groups—Banking, Retailing, Software &Services, and Household & Personal Products. The number of negative comments posted tothese pages is calculated and corporate reactions to the comments analyzed. The studyconcludes that large corporations do not generally approach negative comments as publicrelations opportunities, but prefer to ―sanitize,‖ or censor, critical feedback. Practicalimplications of this strategy are discussed.Conference on Corporate Communication 2011 ProceedingsPage 14

The Conversation AgeThe Opportunity for Public RelationsLaura Berlin Kathryn Zipfel, New York UniversityLouis Capozzi, New York University PRCC, USAlcapozzi@mac.comThe communication industry, as we know it, has changed dramatically in recent years. Thechannels through which we communicate have shifted rapidly towards an era rife with digitaland social media. With over 100,000 blogs created every day (Wright & Hinson, 2008), newsocial networks are hatching like chicks, and who knows what‘s next, it is hard to overstate theimportance social media is having on communication strategies. Organizations have realizedthey must interact differently with their audiences, particularly their customers, altering ourcurrent definition of ―two-way communication‖ and resulting in a shift towards customer-centricmodels of integrated marketing communication. Everywhere the new drivers of communicationsupport the ―print is dead‖ motto touted by industry professionals, SEO and SEM gurus, anddogmatic T-shirts.Although there is some debate surrounding the ―new media over traditional media‖ perspective,it is evident to the authors that communication has entered ―The Conversation Age;‖ and that theskills of public relations professionals make them uniquely qualified to lead communicationinitiatives in this new environment. This paper will attempt to support that case.Conference on Corporate Communication 2011 ProceedingsPage 15

Corporate Architecture - New Building Blocks of Brand ValueA Case Study of UBS Headquarters in ZurichAngela BargendaEcole Supérieure du Commerce Extérieur, Franceabargenda@aol.comPurpose - The purpose of this paper is to demonstrate the communicational relevance ofcorporate architecture (CA) as part of an extended marketing communications mix. As anintegrated tool of the branding process, CA plays a significant role in visual identity-building,CRM, crisis communication, and reputation management.Approach - The paper presents several methodological approaches to the interpretation ofarchitectural signifiers: semiotics, art history and architectural theory, applied to a case study ofthe UBS headquarters in Zurich.Findings - It can be asserted that CA plays an integral part in the formulation of aestheticcorporate discourse. CA conveys valuable tangibility to financial institutions and asserts theinstitution‘s cultural existence within the broader societal context. As a prime resource ofcorporate branding strategy, CA holds differential value by allowing institutions to project anidiosyncratic visual identity. The paper argues that CA substantially enhances confidence andcredibility.Research implications - The paper makes the claim that the integration of CA as a centralbranding tool is gaining increased importance in the finance sector, especially with regard todigitally available financial services. In future financial marketing, added brand equity isaccrued when CA is used as a transformative device, where banking space is redesigned as aspace of social interaction.Practical implications - The strategic use of CA as a central corporate visual identifier opens upnew opportunities for reputation management and image-building.Paper type - Case study.Keywords - Corporate Visual Identity (CVI), Corporate architecture (CA), banking sector, imagebuilding,reputation management.Mais vous n‘avez rien compris:C‘est le mur lui-même qui est l‘œuvre d‘art!Le CorbusierConference on Corporate Communication 2011 ProceedingsPage 16

Corporate Communication Officers and the Executive BoardAn Empirical StudyIrene Pollach & Ylva HelbergCentre for Corporate Communication, Aarhus School of Business and Social SciencesAarhus University, DenmarkIRPO@asb.dkThe corporate communication literature recommends that, ideally, the corporate communicationofficer should have a seat on the executive board (Cornelissen 2008, p. 123), but little knowledgeexists as to what extent this is actually the case. Based on data collected from corporate websitesand public databases, this project has the following two goals: (1) To determine to what extentcorporate communication officers are actually board members and (2) to test whether a numberof factors, including industry, financial performance, and organizational age correlate with thepresence of a corporate communication officer on the executive board. This study will add to theliterature on top management teams as well as to the literature on the organization of corporatecommunication and has implications for the organization of corporate communication in largecompanies.(Paper was not available at time of publication.)Conference on Corporate Communication 2011 ProceedingsPage 18

Corporate Communication Practices and TrendsChina Study 2010Jieyun FengUniversity of International Business & Economics, Chinafengjieyun88@126.com or fengjieyun@21cn.comMichael B. GoodmanBaruch College, The City University of New York, USA.goodman@corporatecomm.org or Michael.Goodman@baruch.cuny.eduWith the assistance ofNan Zhang, Liyuan Tian, Yang HuWanna Zheng & Shiyin HuangSponsored by:CCI – Corporate Communication InternationalBaruch College/CUNYUnderwritten by:Prudential Financial, Inc.Major findings from this study of China‘s corporate communication practice and trends in 2010reveal a rapid development of this important management function:1) Corporate communication is primarily to manage corporate branding and reputation, and tosupport marketing and sales; similar to the findings of the previous CCI studies what they valuemost in corporate communication is whether it can improve corporate image and reputation, andwhether it can support marketing and sales, rather than forge relationships with internal andexternal stakeholders;2) Yet more than half of the companies reported not having set up an internal departmentspecifically for crisis management;3) The CEO in many Chinese companies is the top person responsible for corporatecommunication, and that suggests that Chinese companies are assigning much importance to it inthe form of increased budget, staffing, and recognition of the importance of this function;4) Corporate communication is not likely to bear the brunt of corporate cutback and itsdepartment would be impacted ―neither sooner nor later‖ than other departments;5) It is acknowledged that the core competence of an excellent corporate communicator shouldinclude professional knowledge, good communication and interpersonal skills and PR abilities;6) Chinese companies use third-party agencies or vendors mostly for advertising, training &employee development and brand strategy;7) Some local Chinese enterprises have not fully recognized the importance of corporatecommunication and do not allocate enough budgets for it.Conference on Corporate Communication 2011 ProceedingsPage 19

Corporate Communicators Conceptualize CSRA Working Study of Senior PractitionersRachel KovacsCollege of Staten Island, USARachel.Kovacs@csi.cuny.eduThis is the first stage of a working study of the ways in which senior communication professionals defineand operationalize corporate social responsibility (CSR). While some norms are agreed upon, definitionsfor and conceptualization of CSR have changed over time and vary greatly. These differences can havesignificant impact on CSR practices.This study, in the context of a historical perspective, may assist both scholars and practitioners, many ofwhom bear direct responsibility for communicating CSR to both internal and external publics, in theirprofessional roles. Given burgeoning stakeholder activism and a global focus on sustainability andenvironmental and human rights concerns, shedding light on CSR is both timely and universally pertinent.Countries' voluntary or less voluntary compliance with CSR norms may have, at its root, diverging viewsand degrees of prioritization of CSR Culture-specific factors may create differences in the way CSR isdefined, interpreted, and implemented from nation to nation or even within a nation.This qualitative study will rely primarily on in-depth interviews. In spring 2010, an interview protocol wasconstructed, based on the author's preliminary, interdisciplinary literature review and studies of CSR. Thisinitial protocol was designed to assess senior communication professionals' definitions and conceptions ofCSR and the extent to which they influence the implementation of CSR initiatives in these practitioners'respective organizations. Using this protocol, the author conducted pilot interviews of practitioners in theU.S. and U.K.The author will conduct a follow-up review of work by scholars of public relations and other pertinentfields, as well as organizational literatures, for definitions and concepts of CSR, how they are used toconstruct CSR frameworks governing corporate behaviors and interactions, and their desired socialimpact. The data gathered in these initial interviews, from the literatures, and input from public relationspractitioners and other knowledgeable parties will provide the basis for a revised questionnaire. Additionalinterviews with a cross-section of practitioners in public relations agencies and in-house seniorcommunication professionals will be conducted in fall 2010/winter 2011.These initial interviews of "Anglo" and American-based global practitioners will hopefully develop into toa wider cross-cultural study to be completed within the coming one to two years. When the fall 2010/winter2011 interviews are completed and the data analyzed, the author will work with colleagues abroad toexpand the initial study into a comparative one, with variations in protocol and interview contextaccording to what is feasible in any given location. Such a study might help identify a viable, consensusbaseddefinition of CSR or determine if cultural relativism would make such a definition and associatednorms impracticable to follow and measure. If the former is true, then consensus-based definitions that areat least, in part, culturally accepted and practicable might assist public relations professionals in theirspecial role as their organizations' "social face."Keywords: Corporate social responsibility, Ethical frameworks, Practitioner, Organizational norms,Benchmarking, Sustainable practicesConference on Corporate Communication 2011 ProceedingsPage 20

Corporate ReportingAn Integrated Approach to Legitimacy ClaimsMarianne Grove Ditlevsen, Anne Ellerup Nielsen & Christa ThomsenDepartment of Business Communication, Aarhus University, Denmarkmgd@asb.dk, aen@asb.dk & ct@asb.dkOne of the most important corporate issues today is legitimacy (e.g. Goodman and Hirsch, 2010).In order to obtain social legitimacy, corporations are concerned with the establishment of trustand credibility e.g. via the creation of transparency. Reporting is a major tool when corporationsseek to obtain transparency. However, from a corporate communication perspective, reportingseems to be restricted to specific areas of communication like financial and CSR communication,which potentially might lead to ―disconnected reporting‖ at the risk that the quality ofmanagement and governance is being questioned (PwC, 2010). It is the aim of this paper tointroduce the concept of corporate reporting as ―an issue of integration‖ within the framework ofcorporate communication and to discuss the opportunities and challenges of corporate reportingas a driver for gaining social legitimacy.Conference on Corporate Communication 2011 ProceedingsPage 21

Culture and Emotion in Crisis CommunicationIndigenisation of the Integrated Crisis Mapping (ICM) ModelLee-Ching Cheng, Yvonne Ai Chi Loh & Augustine PangWee Kim Wee School of Communication and InformationNanyang Technological University, Singaporechengleeching@yahoo.com.sg, vonloh@me.com &augustine.pang@ntu.edu.sgArguably the first study that has tested the ICM model cross-culturally, this study addresses thecall by Asian scholars (see Wang & Kuo, 2010) to test the relevance of and indigenise Westernmodels to Eastern contexts. Essentially, this study seeks to examine how the American-centricIntegrated Crisis Mapping (ICM) Model, an emotion-driven crisis model, can be applied to theAsian culture, in which four crisis cases from Singapore, a microcosm of Asian cultures, arestudied. Findings showed conceptual rigor of the ICM model. However, differences in emotionalresponses between stakeholders in the West and Asia demonstrated that displays of emotions andcognition tend to be influenced by culture. While crisis strategies (see Benoit & Pang, 2008) areuseful, practitioners should increasingly integrate emotions and culture in crisis responses.Conference on Corporate Communication Proceedings 2011Page 25

Delivering New Strategic Imperatives in a Changing BusinessEnvironmentA Study of Internal Communication Best Practices inLeading Global BusinessesMary Wallenfang StrecheGagen MacDonald LLC, USAm.streche@gagenmac.comThis paper explores how internal communication is evolving in leading global companies andhow the function is organized for optimal execution through a three-part best practices review: aliterature review, in-depth interviews with seven companies, and an electronic survey with 16companies.The research revealed: 1) Internal communication is a strategic partner for leadership, helpingto execute the business strategy and be accountable for delivering business results; 2) Internalcommunication is an increasing feature of the communications mix and is organized formaximum influence; 3) Internal communications provides the right information at the right timevia the right delivery method that demonstrate value to the business; and 4) Internalcommunicators need to develop the right skills and competencies to be strategic advisors.The implications and application of the research are that global internal communication plansshould: 1) Ensure that all communication activities are informed by a deep understanding ofbusiness objectives and are focused relentlessly on delivering business results; 2) Partner withsenior leaders from the business to conduct communication planning and define the metrics tomeasure progress against the overall corporate business scorecard; 3) Define the values andbehaviors required of the organization to achieve business results; 4) Develop communicationstrategies that are informed by a deep understanding of employees‘ needs and preferences; 5)Create an overarching global internal communication plan and utilize a global communicationscouncil to align messages, maintain regular touch-points and keep the global mindset in balancewith local relevance; and 6) Develop an internal communication training and development paththat reflects the unique needs of the company and improves financial acumen.Conference on Corporate Communication Proceedings 2011Page 26

Determining the Sequential Relationship of Downward Communication,Job Satisfaction and Organizational Commitment with thePropensity of Employee ChurnAn Empirical Study of the Insurance Sector in IndiaReeta RainaManagement Development Institute, Indiarraina@mdi.ac.inArif KhanVertex Customer Services India Pvt. Ltd., IndiaVivek K SharmaMax Bupa Health Insurance Co. Ltd, IndiaPurpose – The purpose of this paper is to identify the criticality of effectiveness of downwardcommunication in organizations and its impact on job satisfaction. Job satisfaction as adeterminant of organizational commitment is empirically established, which in turn negativelyimpacts the propensity of employees leaving organizations. The paper provides a comprehensiveframework that can be used to minimize the propensity of employees leaving an organization. Theresearch is carried out in the context of increasing attrition rate in the Insurance sector in Indiaand provides empirical evidence that there is a sequential relationship between communication,satisfaction, commitment and employee churning.Design/methodology/approach – The paper employed survey research, using a sample of 105employees from the Insurance sector.Findings – The paper establishes the direct negative effect of effective communication on thepropensity of employees to leave organizations, and determines the sequential relationship ofcommunication, job satisfaction and organizational commitment with regards to the propensity ofemployee churn.Research limitations & Implications – The findings may be used to gauge the communicationeffectiveness to take preventive actions for minimizing employee churn and help in retaining thetalent.Originality/value – The paper provides a sequential relationship between communication, jobsatisfaction, commitment and employee churn.Conference on Corporate Communication Proceedings 2011Page 27

The Doctor-Nurse Game in the Age of the ChecklistSeeking Collaboration in the Management of Health CareMichele W. ZakSaint Mary’s College of California, USAmichelezak@comcast.netNursing is deeply rooted in the 19 th century‘s preoccupation with a particular, one might say,peculiar, view of women. In an era when women - despite official and unofficial efforts toprevent it - sought higher education, this view permeated Western culture, including the medicalprofession. The center of female being was proclaimed to be the womb, and that organ must beprotected from any incursions resulting from thoughtless efforts of the female mind and the bodyhousing it. Whether in a physical education class at Vassar, or on fainting couches in Victorianliving rooms, women were enjoined to exert themselves sparingly, to rest extensively. A popularshort story of 1892, Charlotte Gilman‘s The Yellow Wallpaper, traces the journey to madness ofa woman whose physician husband confines her to her bedroom for extended rest. ―Nothing todo‖ was the prescription. In her boredom-induced delirium, the novella‘s central charactercreates a fantasy life located in the bedroom‘s yellow wallpaper, and eventually withdraws fromher bedroom to join that desperately imagined world.Of course, only women of means could be so indulged, even to madness. Little concern emergedfor the wombs of women who developed occupational diseases in the largely female workforces inthe pottery business; for example, or the textile industry; or, not to put too fine a point on it,among the teeming populations of unlucky women in the brothels and saloons. This genderfocusedand class-based view of women formed the backdrop against which the occupation ofnursing outside the home began to form itself. Florence Nightingale herself opened her 1860manual, Notes on Nursing by declaiming that ―Every Woman is a Nurse‖ (Melosh, 3). Thisconnection of women‘s domestic role with the practice of nursing in hospitals was echoed by adoctor sixty five years later: ―A hospital is a home for the sick, and there can be no home unlessthere is a woman at the head of it‖ (Worcester, quoted in Melosh, 3)A key purpose of this paper will be to trace the effects on contemporary practice of nursing of itsbeginnings in this gender biased and class conscious climate. The paper‘s thesis is that genderand class biases continued through most of the 20 th century, supported by hospital managementand its connection to a capitalist economy. I will propose that only in the last forty years or sohas nursing been able to achieve any success in its efforts to become a profession, one thatcommands both respect and monetary reward. Larger cultural changes have been influential, ashave feminism and the related influx of women into medicine as physicians and administrators.And, of course, the important role of the nurses‘ union and the nursing associations must becounted as forces of change. New financial and political pressures have played their parts. And,most recently, as we shall see, a very powerful change-inducer has emerged: a culture of patientsafety, often overseen by nurses. 1Conference on Corporate Communication Proceedings 2011Page 28

The Effect of Reputation, Awareness and Corporate CitizenshipOn Banking PropensityFatma El-GoullyGeneral Manager Corporate Communication, Banque Misr, Cairo-EgyptFelgoly@hotmail.com or Fatma.elgoully@banquemisr.comAhmed TaherChairman and CEO Solutions Consulting, EgyptMaastricht School of Management, MSMMaastricht, the NetherlandsCairo Outreach Program, EgyptCorporate reputation affects relationships with key stakeholders; reputation building is a worthyattempt because organizations that deliberately manage their reputations enjoy significantlyenhanced relationships with their constituencies‖ (Saxton 1998).This proposed research strives to answer the question raised about the importance of corporatereputation and its link to individual‘s propensity to bank, and investigates if corporate citizenshipinitiatives can influence the Egyptian unsophisticated community. This research also highlightsthe relation between communication efforts aiming at higher awareness in increasing theindividual‘s propensity to use banks.The purpose of this study is to suggest an initial model to understand the relationships betweenthe communication efforts featured through awareness, reputation and corporate citizenship, andthe propensity to use banks.Investing in communications designed to improve corporate reputation is a worthy endeavour.The research is tackling the selected communication activities as vital elements to bankingpropensity, with no previous models or work in that area. Also, due to the currently observabledeficiency in the related literature, the findings for this proposed research are thus expected to beuseful to both scholars and practitioners alike.Keywords - reputation, corporate citizenship, awareness, propensity to use banksConference on Corporate Communication Proceedings 2011Page 29

Enduring ImageToward a Conceptualization Capturing Defining Moments in Crises – andHow These Impact OrganizationsBenjamin Meng-Keng Ho, Grace Xiao-Pei Au YongNanyang Technological University, SingaporeBenjyho@gmail.com & Grace.Auyong@gmail.comJacqueline DongIthaca College, USAJacqueline.Dong@gmail.comLiang-Tong Lau & Augustine Pang, PhDNanyang Technological University, SingaporeLau.Liangtong@gmail.com & Augustine.Pang@ntu.edu.sgIn today‘s media environment, crises are magnified as media events and are rich sites for theinception of images. Particular images, like a gaffe or a photograph, can linger asrepresentations of that crisis. This study seeks to examines the concept of an enduring image, thatis the shared image of first mention, how it is engendered and how it impacts organizationsthrough case studies of 5 crises: The Jack Neo Sex Scandal (2010); the AWARE Leadership Saga(2009); and the Singapore Airlines SQ006 crash (2000) in Singapore; the BP Oil Spill (2010) inthe US; and the Sichuan Earthquake (2008) in China. The study is arguably the first study toexamine the significance and potency of an enduring image in crisis. This paper can offer insightsto practitioners on how to better manage both their organization‘s public image and media imageafter a crisis.Conference on Corporate Communication Proceedings 2011Page 30

Evolution or RevolutionHow is the Study of Communication Changing?Patricia B. Scott, Ph.D.Wharton School, University of Pennsylvania, USApatscott@uhmms.comThe Conference on Corporate Communication serves as a forum to ―exchange ideas andinformation on relevant issues facing the corporate communication profession.‖ What have wefound over the past 10 years? What themes have been seen as ―relevant‖ and how has what weresearch changed?In order to examine how the central themes have changed over the years, a semantic networkanalysis was undertaken using the abstracts from all the presentations from each of the past nineyears. The semantic network analysis examined the relationship among words to determineclusters of shared themes.This tool allowed the researcher the opportunity to capture the visible and quantifiable way inwhich themes are established in this community by noting a shared discourse among membersthat reflects common understanding of rules, a common belief of values and a way of life. Theresearch found that over the course of the last decade, the study of corporate communication isnot static. It is ever evolving as the world changes and continues to rise to meet the needs of thischanging world.Key words: Semantic Network Analysis, shared discourse, communication researchConference on Corporate Communication Proceedings 2011Page 31

Exploring the Practice of CSR from a Corporate CommunicationPerspectiveAnne Ellerup Nielsen, Bo Laursen, Poul-Erik Flyvholm Jørgensen, Irene Pollach, LineSchmeltz, Christa Thomsen, and Leila TrappCentre for Corporate CommunicationUniversity of Aarhus, Denmarkaen@asb.dk & bola@asb.dkThis paper investigates the challenges of framing Corporate Social Responsibility (CSR) as astrategic issue. We address the following research questions: How do CSR managers motivatetheir corporations‘ engagement in CSR and how do they frame the role that the corporation‘sstakeholders play in the corporation‘s CSR activities? Based on theories of corporatecommunication, stakeholder relations and conceptual frameworks within CSR and CSRcommunication, an analysis of how CSR is approached and motivated among CSR managers insix Danish CSR frontrunner companies is undertaken on the basis of a qualitative interviewstudy. The selected companies have been engaged in the CSR agenda during the last five to tenyears. The purpose of the study is to draw a picture of how selected Danish businesses conceiveof and practice central aspects of CSR and CSR communication in order to contribute to thediscussion of how we can understand the global spread and local adaptation of CSR from acorporate communication perspective.Conference on Corporate Communication Proceedings 2011Page 32

The Extent and Patterns of Multi-Stakeholder Communications inAnnual Report LettersRoger W. HuttW.P. Carey School of Business/Arizona State University, USAroger.hutt@asu.eduPurpose – The purpose of the study was to find out if CEOs use multi-stakeholdercommunications in their annual report letters and to describe any patterns observed in thosecommunications.Approach – Annual report letters of the ten largest U.S. companies were examined using contentand text analysis proceduresFindings – CEOs made little use of multi-stakeholder communications in their annual letters.Some variations were found among the sample companies‘ letters, including differences in wordcounts, reading ease scores, and number of word types.Research implications – A small sample of companies and one medium of communication wereused in carrying out the study. Increasing the sample size, the array of industries represented,and the variety of media may yield more robust results.Practical implications – Suggestions for writing annual report letters for a multi-stakeholderaudience are offered.Keywords – Annual report letters, Chief executives, Corporate communication, Multi-stakeholderapproach, Text analysisPaper type – Case studyConference on Corporate Communication Proceedings 2011Page 33

The Function and Roles of Public Relations (and Promotion) Offices ofPublic and Private Universities in the Turkish Republic ofNorth CyprusSerra GorpeEuropean University of Lefke and Istanbul UniversityNorth Cyprus and Turkeyserragorp@yahoo.com or sgorpe@eul.edu.trThe purpose of the study is to understand the function of public relations in higher educationinstitutions in Northern Cyprus. The research questions of the study are: the function ofuniversity public relations, activities of the department, and challenges and opportunities facedby the public relations department. The department heads of that function in all the universities(six) have been approached. In addition to this, as a case study, the European University ofLefke, has been studied through in-depth interviews with the administrators and academics tounderstand the perception of public relations at higher institutions. A total of seven interviewswere conducted in that respect within EUL. Also the principal activities performed by the publicrelations department of EUL were discussed. Findings reveal that the departments have more ofa technical role rather than a strategic one and in terms of stakeholders, the student group is thecore group that their activities are targeted at. The paper also gives a general overview of thehigher education system in Northern Cyprus. In Northern Cyprus, there is a great deal ofdiscussion about education at higher institutions, but the role of the communication function hasnot been investigated. Northern Cyprus, in addition to the sea and sun tourism, could be aneducational hub given the use of more strategic communication activities by all universities incooperation with one another.Keywords - higher education, public relations roles, promoting universities, strategicmanagement.Paper Type - Research paperConference on Corporate Communication Proceedings 2011Page 34

Global Genres and Localized DiscoursesThe Construction of Vogue, Cosmopolitan and Bazaar in ChinaDoreen D. Wu & Agatha ChungThe Hong Kong Polytechnic University, PRCctdwu@inet.polyu.edu.hk & agathachungmk@yahoo.com.hkThe paper attempts an application of Critical Discourse Analysis to investigating corporatecommunication, making a further contribution to the existing literature on the issues ofglocalization (i.e., globalization and localization) in transnational media practice. First, thepaper will present an ethnographic account of the flourishing of global brand fashion magazinesin China since China entered WTO in 2001 and of the glocalization strategies of Vogue,Cosmopolitan and Bazaar (which were founded and originally based in USA). Content analysis,multimodal and register analysis will then be conducted to compare the local/Chinese versions ofthese three brand magazines with their English counterparts along various dimensions, e.g., theuse of Western versus local visual appeals, the choice of themes and value expressions, thecharacteristics of narrative features and structures. It is postulated that while both the Chineseand English versions of the three magazines share some common/global generic structures andregister characteristics, the Chinese versions of the magazines manifest extensive localizationstrategies in the choice of local models and celebrity stories, in the hybridization of Western andChinese values, and in the use of linguistic modalities. Variations among the Chinese versions ofthe three magazines will also be examined and discussed in relation to the specific context underwhich they are produced in China. Implications for transnational corporate communication willalso be presented.Keywords: Critical Discourse Analysis, glocalization, global brand fashion magazines, China(Paper was not available at time of publication.)Conference on Corporate Communication Proceedings 2011Page 35

Hi Fans! Tell Us Your Story!Incorporating a Stewardship-based Social Media Strategy toMaintain Brand Reputation during a CrisisL. Simone ByrdAlabama State University, USAsimone@simonebyrd.comThe overall aim of this study was to conduct an investigation to establish an understanding of: 1)what components of the stewardship model (reciprocity, responsibility, reporting andrelationship nurturing) were present on Toyota‘s corporate Facebook page throughcommunicative patterns and themes in the wake of the 2010-2011 vehicle recall crisis, and 2)what comments/posts by the social media team—who act as ‗admins‘ of the social networking siteto communicate with stakeholders and fans—indicate components of the stewardship model. Thisresearch is significant because it builds upon previous research in the areas of stewardship andsocial media. Overall, the textual results did indicate the presence of components of the Kelly‘s(2001) stewardship model in a relatively short duration of time after the crisis became moreintense.Conference on Corporate Communication Proceedings 2011Page 36

Identification with Networks as Network IdentitiesInsights from Two Philippine TV CompaniesFernando de la Cruz ParagasNanyang Technological University, Singaporefparagas@ntu.edu.sgUsing Fairclough‘s Critical Discourse Analysis Framework, this study examines the corporateslogans of the two biggest television networks in the Philippines: ABS-CBN‘s Kapamilya [Part ofthe family] and GMA‘s Kapuso [Of one heart]. At the micro-level, it examines the visual andtextual cues of these slogans, while at the meso-level, it analyzes these slogans with respect to theevolution of these networks, and their branding systems and programming. Finally, at the macrolevel,it situates the slogans relative to local culture and key societal events. In addressing theseobjectives through textual analysis and the case study approach, the paper highlights how massmedia companies‘ re-branding can harness social values as a way of nurturing market leadershipand appropriating the ―me‖dia aspect of new communication technologies. Conversely, itunderscores how the use of identification in branding can result into peculiar ironies during, aswell as help mitigate, crisis situations involving the networks.Keywords: Philippines, corporate identity, television, critical discourse analysisConference on Corporate Communication Proceedings 2011Page 37

The Image of The People’s Republic of China (PRC)vis-à-visThe Military March of its 60th AnniversaryDaniel W.C. So, Cindy Ngai & Patrick NgThe Hong Kong Polytechnic University, PRCctdaniel@polyu.edu.hk, Cindy.SB.Ngai@inet.polyu.edu.hk & ctpat@inet.polyu.edu.hkHigh-impact events such as identity-sign change are assumed to have effects on the public‘s perception ofthe image of a corporation (e.g. Argenti 2009, Chapter 4). Similarly, hosting high-profile events such as theOlympic Games are assumed to have similar effects on a nation-sate (e.g. Wang 2009), perhaps so is thehosting of national parades. In recent years, while parades held by Western, democratic governments areperceived to be mainly of a ceremonial and celebratory nature, the ones held by other governmentsincluding that of PRC are perceived to be primarily demonstrations of military power especially if theyhave a concentration of armed elements (e.g. The Georgian Times, 2009), albeit there are alternate viewson such activities which have a focus on their other, such as nation-building, aspects (e.g. Yi 2010).Specifically, October 1 2009 marks the 60th anniversary of the founding of the PRC. The occasion wascelebrated with, in addition to other activities, a military march, which for the first time involved acompany of female non-regular personnel. The march was immediately followed by a civilian parade. Asexpected, the military rather than the ceremonial element of the parades formed the focus of its presscoverage in the West; the march of the troops and the display of military hardware were seen as a sign ofthe PRC as a super-organized state under the effective governance of a dehumanizing dictatorship (e.g.Demick 2009, Moss, 2009), and a potential threat to the USA (e.g. Shen 2009).In this study, the investigators attempt to examine, by means of a quasi-experiment, if these ‗establishment‘views are indeed shared by its participants in general. We also attempt to use the opportunity to producehypothesis-generating findings relevant to corporate-image studies vis-à-vis (1) the apparent gender-baseddifferences in attitudes towards materials related to corporate-image promotion (e.g. Berger 1999), (2) thepresumed association between femininity and non-aggressiveness (e.g. Ruddick 1995), and (3) the apparentculture-region-based differences in perception and thought (Nisbett 2005).The instrument used for the experiment is an excerpt of the PRC‘s 60 th anniversary military march (Ma2009). Two almost identical versions of the march consisting of a concentration of military-hardwareexhibits have been developed; the march of the female personnel is included only in the experimentalversion.The 180 participants, one-third of whom are of Chinese-mainland, Hong Kong and Internationalbackgrounds respectively, will be channeled to watch either the experimental or the control version of thevideo according to the time-slot they choose. When the participants arrive at the venue where theexperiment takes place, they will first fill out a questionnaire that appears to be about their perception ofthe national images of international powers such as the USA, Russia and PRC. After they watch the video,they will be asked to fill out a short form of the same questionnaire. The questionnaire data will then beanalyzed vis-a-vis these null hypotheses:There is no significant difference in terms of the perception of the national image of the PRC between:a. The establishment view and the participantsb. The male and female participantsc. Participants of different culture-region backgroundsd. Participants who have watched the experimental version of the video and participants whohave watched the control version of the videoConference on Corporate Communication Proceedings 2011Page 38

Image Work and CrisesToward a Crisis Pre-emptive Image Management Model across the Crisis Life CycleAugustine PangWee Kim Wee School of Communication and InformationNanyang Technological University, Singaporeaugustine.pang@ntu.edu.sgA good corporate image is important to organizations (Benoit & Pang, 2008). However, little is elaboratedon how organizations can work on their images. Integrating insights from literature and corporate cases,this study seeks to explicate the types of image management before, during, and after a crisis with the aimof developing the Crisis Pre-emptive Image Management Model. The model posits that at each stage ofWilcox and Cameron‘s (2009) crisis life cycle, different types of image work needs to be done. At theproactive stage is image creation and maintenance; at the strategic stage is image strengthening andtransformation; at the reactive stage is image repair; and at the recovery stage is image renewal andreinvention. With this model, it is hoped that practitioners can be more aware of the image strategiesorganizations can engage in.Conference on Corporate Communication Proceedings 2011Page 39

The Impact of Strategic Communication on Organizational Identityand Identification during ChangeA Case Study of a Multinational Telecommunications Company in ChinaYi LuoDepartment of Communication StudiesMontclair State University, USAluoy@mail.montclair.eduPurpose - To explore the impact of strategic communication on organizational identity andorganizational identification during change.Design/methodology - This study reports findings from a case study conducted within a leadingglobal telecommunications company that has recently initiated a structural change worldwide.Analysis is based on interviews (n =15) with managers and employees in its global subsidiary inChina.Findings - Strategic communication programs helped employees resolve the tension among selfidentity,existing organizational identity, and post-change organizational identity. This cognitivematch in return yielded strong organizational identification and positive change responses suchas change acceptance and cooperation among employees.Research implications - This is an exploratory study to identify the value of strategiccommunication in contributing to effective change management.Practical implications - Organizations can reduce and avoid change resistance by using strategiccommunication programs to shape employees‘ perceived organization identity and identification.Keywords - Strategic Communication, Change, Organizational Identity, OrganizationalIdentification, Change Management.Paper type - Case study(Paper was not available at time of publication.)Conference on Corporate Communication Proceedings 2011Page 40

An In-Depth Listening Exercise with Front-Line Employees in theMiddle of a Multi-Business Integration Generates Opportunities toDrive the Business ForwardTracy Benson Kirker, On the Same Page, LLC, USAtracy@on-the-same-page.comPerri Richman, Ingersoll Rand, USAprichman@trane.comThree businesses employing thousands of technicians as the primary customer interface were becomingintegrated into a consolidated division. A cross-functional team conducted a vertical listening tour thatincluded 100+ individuals at the corporate, district and local office levels in five cities across the threebusinesses to understand and support technicians‘ needs, issues, concerns and opportunities.Findings spanned areas of leadership; communication; technical tools, literature and training; increasingtechnician value in the office; business identity; and value and engagement. The greatest revelation was thepicture that emerged of ―a day in the life of a technician‖ in each of the businesses – as distinctly nuancedas the individual business models. The work revealed opportunities across all three businesses and clearlydelineated the distinctions between each business.More than 14 improvement projects have been identified, prioritized and funded through the AnnualOperating Plan, with benefits expected to hit the bottom line in 2011.Keywords - Listening, integration, customer interface, leadership, communicationPaper Type - Case study(Paper not available at time of publication.)Conference on Corporate Communication Proceedings 2011Page 41

Information Literacy as A Sine Qua Non for Modern Public Relationsin the Information SocietyAlireza Isfandyari-Moghaddam, Ph.DDepartment of Library and Information Studies, Islamic Azad University,Hamedan Branch, Iranali.isfandyari@gmail.comKobra Veisi, M.ADepartment of Accounting and Management, Islamic Azad University,Hamedan Branch, IranPurpose – The present article aims to discuss the role and importance of IL for modern PR in theinformation society (IS).Design/methodology/approach – The authors use and synthesize diverse issues includinginformation technology (IT), IS, digital divide, and IL from the literature in order both to inspirefurther debate and research in modern PR, and to draw some important conclusions for relatedpersons whether real or legal.Findings – Among professions affected by the emergence of information technology (IT) and itsrelated consequences especially information society (IS) is public relations (PR). As a result ofthis, PR is in transition from traditional to modern. Hence, the present article posits that PRprofessionals can contribute to diminishing global challenge of third millennium namely"building a society where everyone can access and share information".Practical implications – PR professionals and policy-makers must rethink as well as redesigntheir service list of options for their customers in line with the emerging conditions – theemergence of modern PR.Conference on Corporate Communication Proceedings 2011Page 42

Insights about Integrated Marketing Communication in Small andMedium-sized EnterprisesAn Exploratory StudyAnnamaria EspositoInstitute of Economics and MarketingIULM University of Milan, Italyannamaria.esposito@iulm.itPurpose – To investigate to what extent marketing communication has been implemented bysmall and medium-sized enterprises, exploring what are the main employed tools and how theywork synergistically.Approach – Multiple case studies through interviews and document analysis were carried out.Three small and-medium enterprises in different sectors were studied. Multiple sources in datagathering allowed triangulation of data.Findings – The way small-and-medium-sized enterprises implement marketing communicationand the most common tools used to activate dialogue and new connections with theirstakeholders.Research implications – Despite the small number of cases included, the paper is to beconsidered a starting point for a quantitative investigation on this topic.Practical implications or applications – Insights about integrated marketing communication insmall and medium-sized enterprises useful for managers and practitioners who want to improvethe effectiveness of marketing communication strategy.Keywords - Marketing communication strategy, marketing communication tools, small andmedium-sizedenterprises.Paper type - Research paperConference on Corporate Communication Proceedings 2011Page 43

Institutionalization of Corporate Social Responsibility withinCorporate CommunicationsCombining Institutional, Sensemaking and Communication PerspectivesFriederike SchultzInstitute for Media and Communication Studies, Free University Berlin, Germanyf.schultz@vu.nlStefan Wehmeier,Institute for Marketing and Management, Syddanskuniversitet Denmark, DenmarkStefan.Wehmeier@fh-wien.ac.atPurpose – The purpose of the paper is to develop a new framework depicting the incorporation ofconcepts such as corporate social responsibility (CSR) within corporate communication as aprocess that called “institutionalization by translation”. The paper aims to develop a micro-mesomacro-perspectiveto analyze why and how organizations institutionalize CSR with which effects.Design/methodology/approach – The paper brings together institutional, sensemaking andcommunication theories. The paper builds on neo-institutionalism to frame the externalconditions that foster or hinder the institutionalization of CSR on the macro- and meso-level. Andthe paper uses sensemaking and communication theories to describe this process on the mesoandmicro-level. The paper illustrates the analysis by describing the CSR strategies of a largeEuropean energy company.Findings – CSR can be regarded as an empty concept that is based on moral communication andfilled with different meanings. The analysis describes how CSR is internally translated(moralization and amoralization), which communication strategies are developed here (symbolic,dialogic, etc.) and that CSR communications are publicly negotiated. The analysis shows that theinstitutionalization of CSR bears not only opportunities, but also risks for corporations and can,therefore, be described as a “downward spirale of legitimacy and upward spiral of CSRinstitutionalization”. Finally, alternative ways of coping with external demands are developed(“management by hypocrisis” and “defaulted communication”).Practical implications – The paper shows risk and explains more effective ways of buildingorganizational legitimacy.Originality/value – The originality lays in the macro-meso-micro-perspective on theinstitutionalization of CSR. It allows the description of this process and its effects from thebackground of constraints and sensemaking and offers a new perspective on organizationallegitimacy building.Keywords – Corporate social responsibility, Corporate communications, TrustPaper type – Research PaperPublished in: Corporate Communications: An International Journal, Vol. 15, No.1, 2010, pp. 9-29, Emerald Group Publishing Limited.Conference on Corporate Communication Proceedings 2011Page 44

Internal Corporate Communication & its Impact on Internal BrandingPerception of Indian Public Sector EmployeesNeha Sharma and T.J. KamalanabhanIndian Institute of Technology Madras, Indianhsharma2008@gmail.com, tjk@iitm.ac.inThe role of internal corporate communication (ICC) and internal branding has attainedparticular importance as organizations have begun to treat their own employees as they wouldtreat their customers, recognizing that employees have more to do with the success of a businessthan virtually any other constituency. The purpose of this paper is to model this ICC process,examining the nature of the process, the outcomes thereof and the variable that has the ability tomediate the process, in the context of an Indian Public Sector Undertaking (PSU). A qualitativeapproach based on grounded theory has been adopted. It is rare to find a company among IndianPSUs that has undertaken effective internal branding initiatives through its CC department tostrengthen the employer brand. The findings of the study establish a relation between CCdimensions and internal branding outcomes. This paper would be of value to researchers andpractitioners seeking to understand and promote the specific role of CC in internalcommunication and internal branding.Conference on Corporate Communication Proceedings 2011Page 45

A Key Corporate Communication SkillListening Critically to Language and its RepresentationsDon R. SwansonMonmouth University, USAdswanson@monmouth.eduA key concern of professional listening is to be objective and seek clarity in the process ofmessaging. Corporate communicators must be mindful of language behavior as we listencritically to others and construct messages for others. The process of critical listening isconsidered. Some basic elements of general semantics can be useful to the corporatecommunicator. Information that parties share with each other is symbolic in nature, projectedand abstracted from experience, represented as a map of the situation that leads to labels that areintended to be easily accessible and memorable. Information relevant to deliberations is oftenrepresented with a vocabulary that leaves issues ambiguous, but in the process may over claim,or place the information in an unrealistic dichotomous frame that ignores the gray zone ofpossible resolution. An overriding essential critical listening habit is to separate fact frominference.Conference on Corporate Communication Proceedings 2011Page 46

Leaders’ Communication Strategies for Large-scale GainsRod MillerExecutive Institutional Advancement Exchange, USArod@ExecIAE.comAbstract: Purpose – Principles, priorities and practices for large-scale gains in communicationand external funding are the focus of this paper. It outlines communication priorities andpractices of institutional leaders in more than thirty educational institutions located in USA, UK,Canada, Australia and New Zealand - including observations about why, when and how theleaders optimize success, measured by substantial increases in funding.Methodology/Approach – Consultation and interviews with enterprise leaders in world-class andaspiring educational institutions were conducted, and key results in income, process and actionswere reviewed. Analysis of approaches identified key assumptions and practices that shape theleaders‘ strategic use of communication. The study draws on the findings to describe strategiesused for interpersonal communication to engage key stakeholders.Findings – The discussion identifies communication strategies institutional leaders used for theseefforts to1) Assist alignment among board members, senior leaders and operational teams, including fieldstaff.2) Concentrate collaborative effort on major new undertakings.3) Facilitate projects which help the institution to develop an international reputation.4) Catalyze students and educators to use knowledge and develop new knowledge.5) Increase the margin of financial flexibility for the leaders‘ initiatives.Conclusions are outlined concerning key critical success factors for start-up, emergent andmature programs to advance beyond benchmarks and to make large-scale gains through theeffectiveness of external communications.Research implications – A distillation of strategy, process and behaviors used in world-class andaspiring educational institutions to lead improvement in the results of external communications.Practical implications – Useful as a guide for corporate leaders, as well as communication andadvancement professionals. The paper will help with framing a specific approach for large-scalegains in engaging stakeholders.Keywords – Institutional leaders, Large-scale gains, Leader communication, Stakeholderengagement, Funding growth.Paper type – Research paperConference on Corporate Communication Proceedings 2011Page 47

Localism, Regionalism and Globalism in ASEANPublic Relations PracticeVisions, Values and Practices across Nations and CulturesGraeme DommRMIT International University Vietnam / Deakin University Australiagraeme.domm@rmit.edu.vnMost professional training, textbooks and academic and industry practice in public relations andrelated fields have traditionally been centered on North America and Europe. However, one ofthe fastest growing areas of practice in the world is now the Asian region - in which it might beargued that cultural attitudes, political systems and industry structures and practices varyconsiderably from the West. Does this affect the way practitioners in this region see their rolesand the way in which they approach their work - including matters of efficacy, values and ethics?Does it affect what is seen to be important or successful? This paper – drawn from tentativefindings of an ongoing doctoral research project – seeks to help answer these questions, throughthe perspectives of practitioners approached by online survey and in-depth interview across sixnations of South East Asia (31 respondents to date). Answers are being revealed to be largely inthe affirmative, and this may have important implications for academic understandings andprofessional practice across the region.Conference on Corporate Communication Proceedings 2011Page 48

Looking for the Roots of Future SuccessCorporate Values to Drive Organizational Change inNatuzzi GroupAlessandra Mazzei and Luca QuaratinoIULM University of Milan, Italyalessandra.mazzei@iulm.it, luca.quaratino@iulm.itPurpose – Understand the relevance of corporate values during a change process.Approach – Natuzzi S.p.A. was facing critical challenges and sought new corporate valuesadequate to the changing context yet grounded in company history.The study included: analysis of existing corporate culture; definition of new corporate values anda management code of conduct and finally, strategy to communicate and put them into practice. Itconsisted of interviews, focus groups and document analysis.Findings – To drive a major change, an agreement on corporate values should be based on threepremises: the company adopts appropriate practices; managers enact a coherent managerialstyle; employees contribute accordingly in daily routines. The new values, code of conduct andstrategy represent the main content of post crisis communication.Research implications – Qualitative methods are suitable in corporate culture analysis.Practical implications – Corporate values deployment requires apposite managerial, HumanResources and communication practices.Keywords – Corporate values, Culture analysis, Change management/communication.Paper type – Case study.Conference on Corporate Communication Proceedings 2011Page 49

Ministers, Disasters, Twitter, and VolunteerismUsep SuhudFaculty of Economics, Universitas Negeri Jakarta, IndonesiaEdith Cowan University, Western Australia, Australiausuhud@our.ecu.edu.auIn October 2010, a series of natural disasters struck Indonesia: October 10 – flood and landslidein West Papua; October 25– earth quake and tsunami in West Sumatera; and October 26 –volcano eruption in Yogyakarta. It spread rapidly not only through mass media but also moreinterestingly through cyberspace via the social media network like Twitter. Twitter has been usedby not only the commoners, but also the Ministers of Republic of Indonesia. Four Ministers of the2009-2014 cabinet were found twitting discussing the disasters. This study aims to classify theirmessages and its purposes. Data were collected from October 4 th to November 30 th 2010 fromtheir Twitter accounts. By using content analysis, this study classifies the Ministers‘ tweets into:the messages category (victims, disaster management, aids, volunteer and volunteerism,constraints, alert, and politics; and the purposes of the messages (dissemination, promotion andmobilisation, moderating polemics, supporting the victims and direct volunteers, and showingaction. Volunteering needs public figures, in this case the Ministers, to attract participants. Theoutcome will encourage that the employment of cyber social media network should be used wiselyto support social activism campaigns voluntarily.Keywords - Minister, disaster, Twitter, volunteerism, content analysisPaper type - Case studyConference on Corporate Communication Proceedings 2011Page 50

Multiplying Public Interest Information through a CommunitarianRadio Casters WorkshopGilmar J. SantosUniversidade Federal de Juiz de Fora, Brazilgilmar.santos@ufjf.edu.brÂngela CarratoUniversidade Federal de Minas Gerais, Brazilangelacarrato@uol.com.brThis practitioner case study demonstrates how a workshop was used by the Brazilian Ministry ofSocial Development and Fight against Hunger (MDS) to strengthen its ties with stakeholders, inorder to multiply public interest information. Despite having one of the biggest budgets amongthe ministries, MDS receives scarce advertising funds. Thus, campaigns are sporadic andephemeral, insufficient to communicate with its 60 million beneficiaries, who do not have accessto necessary information. The solution was a partnership with communitarian radio stations,which can download and broadcast radio bulletins from MDS website, as well as produce theirown content on social development issues. A two-day workshop was given to 700 communitarianradio casters in 13 states, teaching mainly how to cover social development topics. A surveyindicates that participants evaluated positively the workshop and are more inclined to multiplyMDS information through their programs.Conference on Corporate Communication Proceedings 2011Page 51

Organizational Communication and Knowledge ManagementSeparated at Birth, yet Joined at the HipPeter KastbergSchool of Business and Social SciencesAarhus University, Denmarkpk@asb.dkThere is an emerging tendency – at least in continental Europe – that the corporatecommunication function of larger companies tends to enter into some kind of symbiosis with thecompanies‘ Knowledge Management function. This should come as no surprise to neither theresearcher nor the practitioner; after all, who can say where a corporation‘s knowledge workends and where its communication begins – and vice versa? In this paper I will present atheoretical outline of the disciplinary trajectories that have given rise to this symbiosis. In thisoutline I will address relevant recent aspects of the conceptualizations of ‗organization‘,‗communication‘ and ‗Knowledge Management‘ respectively and view them – in their synthesis –as an expression of a new practice of communicating knowledge within the field of internalcorporate communication. The presentation ends with a case study dealing with pertinent issuesof this new practice in corporations.Keywords: Internal corporate communication, Knowledge Management, triple helix ofdisciplinary trajectoriesConference on Corporate Communication Proceedings 2011Page 52

People Just Like MeThe Rise of the Recognition Business and How it is Affecting Corporate BehaviorPeter Michael HorowitzDepartment of Communication StudiesBaruch College, City University of New York, USAPeter.Horowitz@baruch.cuny.eduMaking the right choice is never easy, and the higher the stakes the more likely it is that we willseek independent objective third-party guidance. Over the past century, a number oforganizations emerged to help with those decisions. In the past thirty years, the number ofcommercial enterprises offering such assistance by way of ratings, ranking sand review hasincreased exponentially. Now, the Internet offers unlimited sources of product, service, andemployer ratings and reviews, some trustworthy, some not. How can a company sustain itsreputation and its relationships with multiple stakeholders in the face of so much opinion?Conference on Corporate Communication Proceedings 2011Page 53

Personal Preference or Policy?Language Choice in a European-based International OrganizationElizabeth B. de GrootRadboud University Nijmegen, The Netherlandse.b.degroot@let.ru.nlMutual understanding and cross-border synergy in international organizations largely depend onthe efficiency of the language(s) used between employees in home and foreign markets. Thispaper aims to provide insights into how language(s) can be applied efficiently in internationalcompanies. It reports on a cross-cultural survey that was conducted in a Dutch internationalcompany intending to improve internal communications between Dutch-based and German-basedemployees. The study shows that although English is a popular language in internal contacts withforeign colleagues, it is not perceived to be equally effective across borders. The results indicatethat language background affects experiences with passive as well as active language skills. Thissuggests that an English language policy can be feasible, but that promotion and facilitation oflanguage use is needed for specific language groups. The study indicates that quantitativeacademic research may help international companies in formulating a relevant corporatelanguage policy.Conference on Corporate Communication Proceedings 2011Page 54

Petrobras’ Corporate Image Monitoring SystemA Decade-long Tool Development Effort and its ResultsFernando Leite RibeiroExperimental Psychology Dept., University of Sao Paulo, Brazilfjlribei@usp.brEraldo CarneiroCorporate Communications Dept., Petrobras, Brazileraldoc@petrobras.com.brAt the turn of the century, the Corporate Communications Department of Petrobras embarked ona long-term study regarding clarification of concepts and the creation of an original researchmethod to keep track of the evolution of its image in public opinion and in each of thestakeholders relevant to the company (e.g. employees, investors, third sector,, journalists), in acomprehensive and systematic way. Data are gathered by means of regular and disciplinedsurveys of representative samples. A mathematical treatment builds up cognitive and affectiveattributes from questionnaire items, and indicators are calculated from attributes, for eachpublic. The system helps understand the complexities of image movements in time, offersdiagnoses of key aspects deserving action, and detects trends. It has become a major resource ofthe strategic management and of the planning processes of the company, playing a relevant rolein the Balance Score Card‘s corporate map.Conference on Corporate Communication Proceedings 2011Page 55

A Portrait of the Corporate Communication Officer inTurbulent TimesA Romantic Character with Multiple IdentitiesEdoardo T. Brioschi, Rossella C. Gambetti, Mattia A. GiovanardiUniversità Cattolica del Sacro Cuore, Italyedoardo.brioschi@unicatt.it, rossella.gambetti@unicatt.it & mattia.giovanardi@unicatt.itPurpose - The study explores the role that the CCO plays in supporting and affecting both thespreading of organizational culture and corporate decision-making.Approach - The study develops a qualitative interpretive approach based on autobiographicalnarrative interviews with the CCOs of the leading Italian companies quoted on the StockExchange.Findings - Corporate communication culture is affected by both the CCO‘s own culture and hiscapability to manage the power trade-off with the other business functions and to ―tell‖ theorganization‘s story to stakeholders honestly and engagingly. The current CCO appears as a―romantic character‖ balancing multiple identities to cope with environmental complexity.Research implications - The narrative approach elicits a spontaneous and valuablereconstruction of the educational and professional stories of the CCOs, allowing an in-depthanalysis of fundamental encounters and experiences in their corporate communication practice.Practical implications - Leading CCOs‘ stories provide interesting managerial insights into thepitfalls and opportunities of being a corporate communication manager in turbulent times.Conference on Corporate Communication Proceedings 2011Page 56

A Qualitative Study on Corporate Communication Management (CCM)Antecedents and ConsequencesBahtiar MohamadCollege of Art and Science, Universiti Utara Malaysia, Malaysia / Brunel BusinessSchool, Brunel University, United KingdomBahtiar.Mohamad@brunel.ac.ukT.C. MelewarBrunel Business School, Brunel University, West London, United KingdomT.C.Melewar@brunel.ac.ukCorporate communication is a management tool which has arisen in response to increasingconcern about complex communication processes within organizations. This study applies thedimensional qualitative research approach to validate the conceptual model, which demonstratesthe antecedents and consequences of corporate communication management (CCM). This modelsuggests that corporate culture, ICT diffusion innovation and corporate leadership are keyantecedents of CCM. The model also highlights financial performance and mission achievementas the central consequences of CCM. In addition, the finding also offers an integrated model forcorporate communication practitioners to elicit their value of CCM as strategic tools inorganizational performance. This paper proposes a more integrated model and practical methodof understanding CCM through the perspective of its practitioners.Conference on Corporate Communication Proceedings 2011Page 57

Relational Risk and Reputational ManagementThe Case of Pfizer and Trovan Drug Test in NigeriaIsmail Adegboyega IbraheemSchool of Art and Design, Coventry University, United Kingdomdrismail.ibrahim@gmail.comLanre Issa-OniluMMCC Group Limited, Abuja, Nigeriaonailu@yahoo.comIn this paper, we examine the increasing threat that reputational crisis, which stems from therelationships organisations keep with stakeholders, poses to the survival of organisations. We usethe case study of Pfizer and the Trovan Drug Test in Nigeria to argue that a key threat to thesurvival of organisations in a globalised world is relational risk management. We examine thereputational crisis suffered by Pfizer in the trial of Trovan drug on victims of a Meningitisoutbreak in Nigeria. With an out of court settlement costing Pfizer more than $75 million dollarsand a dip in its global reputation, relational risk provides useful radar for navigating theminefield of reputational crisis.Purpose - In this paper, we propose to examine the impact of relational risk crisis on thereputation of organisations on one hand and the cost of reputational risk on the survival andprofitability of the organisation on the other.Approach - This is a conceptual paper utilising the method of case study to challenge andperhaps move the boundaries of our understanding of corporate communications through thelens of relational risk perception.Findings - In an increasingly fluid world, this paper unlocks the potential of a robust relationalrisk mapping and the ability to anticipate potential threats and opportunities in the relationshipsorganisations keep with different stakeholders as the key to successful strategic reputation riskmanagement.Research Implications - The findings from the case study examined in this paper will improve theway professionals working in the industry approach strategic reputational risk management. Italso helps to blur some of the boundaries between communication and management inissue/crisis management.Practical Applications - Relational risk management will be useful for professionals working inthe areas of risk and reputation management in both private and public sector organisations.Keywords - Reputation Management, Issues Management, Stakeholders Relations, RiskCommunicationConference on Corporate Communication Proceedings 2011Page 58

Resistance to Change in Process ManagementThe Petrobras CaseAlexandre Albuquerque Maranhão de OliveiraPetrobras/Rio de Janeiro, Brazila.albuquerque@petrobras.com.brThis paper was based on an exploratory case study carried out regarding the implementation ofprocess management at the Corporate Communications area of Petróleo Brasileiro S.A. -Petrobras, which is headquartered in Rio de Janeiro - Brazil. The main goal was to single-out thecauses and manifestations of resistance to the implementation of Business Process Management(BPM) projects and share experiences and findings that may be useful not only to Petrobras, butalso to other organizations experiencing similar contexts.Keywords: organizational change, resistance to change, process management.Conference on Corporate Communication Proceedings 2011Page 59

Revealing Corporate IdentitiesOn the Annual Report as the Business Card of the CompanyMarianne Grove DitlevsenDepartment of Business CommunicationAarhus University, Denmarkmgd@asb.dkThe annual report is generally known as the ―calling card‖ (e.g. Preston, Wright & Young, 1996;Lewald, 1996; Dalhoff, 2010) of a company and reflects - as does any other piece ofcommunication - the corporate identity of a company. As the calling card of the company, it isoften used as a means of public relations. Due to the fact that the annual report is used bycompanies to meet legal requirements concerning their financial statements, though, it is first andforemost a statutory document. Moreover, it is one of the most important investor relations tools(cf. Ryan and Jacobs, 2005; Marcus, 2005; Guimard, 2008). From a communicative perspectivethe annual report is a complex genre with two potentially conflicting communicative purposes: togive a true and fair view of the state of the company‘s affairs (cf. the annual report as an investorrelations tool) and to provide a positive image of the company (cf. the annual report as a publicrelations tool) (Ditlevsen, 2006).Following this, it is the aim of this paper to discuss the communicated identities (cf. Balmer &Greyser, 2003), or the corporate identities (Cornelissen, 2008), as it were, as they are expressedvisually in the annual reports of six Danish annual reports from different sectors of business andindustry. On the basis of a visual analysis from a communicative perspective, the analysis seeksto demonstrate how and to which extent the annual report as a statutory document is usedstrategically by companies as both a means of investor relations and public relations in order toposition the company as attractive to investors and other stakeholders.The paper is structured in six sections. After a short introduction to corporate identity, the annualreport is presented in section two as a complex genre. This is then followed by a presentation ofthe corpus in section three and a presentation of the visual analysis in section four. In section fivethe findings are presented and discussed and the final section six contains concluding remarks.Conference on Corporate Communication Proceedings 2011Page 60

The Role of Internal Communication inEmployee EngagementJames W. KinneerIndiana University of Pennsylvania, USAj.w.kinneer@iup.eduThe purpose of this paper is to review literature related to the role of internal communications inemployee engagement. A range of recent publications related to internal communication andemployee engagement are discussed with an emphasis on leadership communication, internalmarketing/branding and the use of technology applications such as intranets and social media.This paper provides an overview of suggested best practices and recent research findings in eacharea.Conference on Corporate Communication Proceedings 2011Page 61

A Staff-Student Research Initiative on Corporate Social ResponsibilityValerie Priscilla GobyZayed University, Dubai, United Arab Emiratesvalerie.goby@zu.ac.aeCatherine Nickerson, PhDZayed University, Abu Dhabi, United Arab Emiratescatherine.nickerson@zu.ac.aeIn this presentation we will discuss an on-going initiative at a university in the Gulf Region tointroduce business majors to the ways in which corporations communicate their CSR efforts tomajor groups of stakeholders. Students first become familiar with the literature on both CSR andcorporate communication, and they then engage in their own research projects focusing on thecommunication surrounding CSR in the United Arab Emirates. Projects in the past have eitherbeen corpus-based, that is, the student-researchers have collected examples of the ways in whichCSR is projected, or they have investigated stakeholders‘ attitudes to different types of campaignwithin both the expatriate community and the local Emirati community. The initiative has raisedstudents' awareness of the role played by CSR within the UAE economy and it has also shed lighton the similarities and differences between the ways in which CSR is viewed by stakeholders inthe developed world and those in emerging economies.Keywords: Corporate social responsibility, communication strategies, undergraduate research,case study/research.Conference on Corporate Communication Proceedings 2011Page 62

Survivors’ Discursive Construction ofOrganizational Identification after a DownsizingHelle Kryger Aggerholm & Mona Agerholm AndersenAarhus University, Denmarkhag@asb.dk & ma@asb.dkThis study examines how surviving employees discursively construct organizationalidentifications after a downsizing in a large Scandinavian telecommunications company. Further,the analysis reveals which factors in survivors´ discourse are determining for the creation oftheir organizational identifications. Discourse analysis of the interview data indicate four typesof employee identification response categories: 1) non-identification caused by indifference, 2)identification fuelled by job identification, consensus as to the downsizing strategy, sense ofprocedural justice and acceptance of transactional contract, 3) contextual dis-identification dueto radical, cultural changes, elimination of networks and poor corporate reputation, and 4)procedural dis-identification caused by lack of procedural credibility, disrespect andresponsibility avoidance. The results of this study indicate that a strong identification with thepre-downsized organization seems to foster a strong sense of dis-identification with the postdownsizedorganization. The implications of these findings are discussed and recommendationsfor future research are provided.Conference on Corporate Communication Proceedings 2011Page 63

Uncertainty and Corporate Communication PracticesThe Forgotten Value of Communication Theory?Gideon de WetUniversity Fort Hare, South Africagdewet@ufh.ac.zaThe global economic meltdown and the quest for alternatives to fossil fuels and the impact ofclimate change have all brought about the intensification of uncertainty that has engulfed theglobal community. Not only has this global predicament compelled governments and businesscorporations to think differently about their operations, most definitely this situation has broughtabout a rethink of how communication scholars should teach the discipline of humancommunication and by implication Corporate Communication. More so if one would argue thatone of the most inherent functions of communication and Corporate Communication practitionersis indeed to reduce uncertainty.The purpose of this paper is to argue that communication and uncertainty are inextricablyintertwined processes and the most basic ―tools‖ to be used to assist professional communicatorsto deal with uncertainty are through the selection and use of communication theories. Themethodology of this paper is reflective and a short analysis of the value and contribution ofselected theories from different schools of thought and its contribution to the teaching andpractice of Corporate Communication is presented to address the purpose of this paper.Conference on Corporate Communication Proceedings 2011Page 64

Use of New Media in Government Crisis CommunicationAssessing Exigency, Effectiveness, and ExpedienceCheryl Chong, Neha Mathur & Augustine PangWee Kim Wee School of Communication and InformationNanyang Technological University, SingaporeCCHONG1@e.ntu.edu.sg, Mathur.neha@gmail.com & Augustine.Pang@ntu.edu.sgA dialogic communication is suggested to be one where a relationship between the organizationand the public exists (Kent & Taylor, 1998). Building on this concept, this paper attempts todevelop a theory-based framework to foster and enhance a dialogic relationship betweengovernments and their stakeholders. This is done by evaluating how governments used new mediato communicate during national crises. Two cases are examined: The travel alerts issued by theUS government on potential terrorist attacks in Europe in October 2010 and the Cheonan crisisin Korea in March 2010 where a South Korean naval vessel was attacked by North Korea. Whileboth governments communicated expeditiously through official websites and Twitter updates, thequality of the content and form could be improved substantially. Practitioners can get an insightof how form and substance in new media can be harnessed to communicate crisis.Conference on Corporate Communication Proceedings 2011Page 65

Utility Economic DevelopmentA Leader in Community Growth and SustainabilityRichard M. StruckOrange and Rockland Utilities, Inc., USAstruckr@oru.comThis presentation will describe the commitment made by utilities to the growth and sustainabilityof the communities they serve. Since most electric and gas utilities operate in geographicallydefined service territories, they are part of the community fabric, and as such, can only thrive andprovide customer and shareholder value if they operate in vibrant, economically sustainablecommunities. It is in their best interest to contribute to this economic vitality, help create jobsand tax ratables through their policies and practices.This discussion will describe the incentives developed to attract, expand and retain desirablebusiness customers and how his utility partners with agencies of varying types on the local andstate level to create economic growth. Due to concerns about the environmental quality of theNew York metro area, he will address means of encouraging residential and business customersto purchase green sustainable power as an alternative to finite supplies of fossil fuels used toproduce energy. The presentation will feature information about energy savings strategies thatcan both save energy for future generations and save customer‘s money on their current energybills. As permanent members of the communities they serve, utilities can be a reliable source ofsuperior long-term solutions for community planners.Conference on Corporate Communication Proceedings 2011Page 66

The Voicing of ONE by ManyRethinking Integration within Communication and Brand ManagementSophie Esmann Andersen & Trine Susanne JohansenCentre for Corporate Communication, Aarhus School of Business and Social Sciences,Aarhus University, Denmarksea@asb.dk & tsj@asb.dkIntegration is a key component within communication, marketing and branding. Benefits includesynergetic representations, increased credibility and transparency. However, integration may beproblematic. With the purpose of re-conceptualizing integration in communication and brandmanagement, we discuss how organizational self-understanding and self-presentation arechallenged by consumer resistance as integrative communication practices prevent organizationsfrom fully engaging in meaningful stakeholder dialogue. Framed by a review of integration, ArlaFoods‘ ‗ONE‘ is analyzed as an exemplary case of integrated communication. Subsequently, thecase is approached from a critical consumer perspective, drawing on empirical studies ofconsumer responses to Arla Foods as ONE. In conclusion, an alternative approach to integrationis presented replacing ―one voice, one sound, one story‖ with an emersion of the organizationinto consumer narratives and market cultures. Re-articulating integration carries differentpractical implications e.g. listening, self-reflection and co-development.Keywords - integrated communication, corporate communication, corporate branding, corporatemarketing, IMC, consumer resistance, co-creationConference on Corporate Communication Proceedings 2011Page 67

What Knowledge – What Skills?Perceptions of Finnish Corporate Communications Professionals of CompetenciesRequired in the 2010sAnne Kankaanranta, Leena Louhiala-Salminen & Christa Uusi-RauvaAalto University School of Economics, Finlandanne.kankaanranta@aalto.fi , leena.louhiala-salminen@aalto.fi & christa.uusi-rauva@aalto.fiThis paper presents a survey study (N = 175) that investigated Finnish communicationsprofessionals‘ perceptions of the present and future competencies required in the profession.From the perspective of a recently established academic program, we wanted to find the maintrends that affect the professionals‘ work. At the same time, our aim was to set a basis forsubsequent studies that would further examine the strategic significance of communication andthe ‗communicative turn‘ in corporations, and the impact of these trends on an academicprogram. The findings of the survey are discussed under four themes: (1) Communication as astrategic function; (2) Key knowledge required of the operating environment; ( 3) Keycommunication skills required; (4) The most suitable education for corporate communicators. Weconclude by a brief discussion of the perceived future challenges that include the ever-increasingtechnological development and the advancing globalization. One of the key implications of thestudy relates to program design; we argue that combining communication studies with studies ofbusiness & management seems to offer the approach that meets the complex and multidimensionalrequirements of the profession.Conference on Corporate Communication Proceedings 2011Page 68

Women Managers as Primary Family BreadwinnersWorkplace Communication ChallengesCaryn E. MedvedDepartment of Communication StudiesBaruch College, CUNY, USACaryn.Medved@baruch.cuny.eduThe purpose of this study is to explore workplace communication strategies and careeridentities of a unique subset of contemporary managers: professional women who serveas their families‘ breadwinners and are married to stay-at-home fathers. Currently, 12%of women earn more than 60% of family incomes while just under 3% of families reportbeing entirely dependent on a wife‘s earnings (Bureau of Labor Statistics, 2010).Previously, married women‘s paid work was positioned as secondary to their husbands‘careers and economically optional. Yet today, women are adopting, adapting, and/ortransforming workplace notions of the ‗company man‘ and the ‗working mother‘ inunprecedented ways. Through an analysis of interviews with 47 female breadwinners, weexplore three communication challenges: (a) revealing (or not) their atypical work-lifearrangement to co-workers and upper-management, (b) negotiating work-life boundarieswith their at-home spouses, and (c) constructing career identities in relation intensivemothering (Hays, 1999) societal norms.Keywords - Internal Communication, Work-Life Conflict, Female Breadwinners, CareersPaper Type - Research(Paper was not available at time of publication)Conference on Corporate Communication Proceedings 2011Page 69

Workplace Friendship in Iranian OrganizationsMisha TeimouriFaculty of Modern Languages and CommunicationUniversity of Putra Malaysia, Malaysiamisha.teimoury@gmail.comThe main objective of this study is to determine the nature of the relationship between workplacefriendship and organizational commitment. Data were collected via a questionnaire survey of 302employees in two Iranian organizations. The relationship between two dimensions of workplacefriendship, which included Friendship Prevalence and Friendship Opportunity, and threecomponents of organizational commitment (Affective, Continuance, and Normative Commitment)were examined using the Spearman Rho correlation.The findings indicate that the level of Organizational Commitment and Workplace Friendship arerather high among the administrative staff of the two companies. The overall pattern in therelationship suggests that workplace friendship has a significant influence on organizationalcommitment among the respondents.Keywords - Organizational Informal Relationship, Workplace Friendship, OrganizationalCommitmentConference on Corporate Communication Proceedings 2011Page 70

CORPORATE COMMUNICATION INTERNATIONALat Baruch College/CUNYMissionThe mission of CCI - Corporate Communication International is to enhance the performance ofcorporate communication as a strategic management function; and to be the number one choice ofboth practicing professionals and scholars for information on corporate communication.ObjectivesTo serve as:a bridge between theory and practice, by bringing students, practicing professionals andscholars together to share information and ideas.a resource center for the continuing education of professional through briefings,symposia, publications, forums, conferences, publications, and white papers.a clearinghouse and integrator of knowledge from a variety of academic disciplinesrelevant to the theory and practice of corporate communication.an incubator for primary research in corporate communication, making a contribution tothe enhancement of organizational performance.a partner for corporations and other organizations wishing to conduct applied research.an advocate for professionalism in the corporate communication, by conducting researchand/or offering forums relevant to the field.a leader and catalyst, helping to define the research agenda for the field of corporatecommunicationConference on Corporate Communication Proceedings 2011Page 71

Proceedings 2011 SponsorCCI Corporate SponsorsHoneywellJohnson & JohnsonMedco Health Solutions, Inc.MMCC Group LimitedPfizer IncPrudential Financial, Inc.SiemensCorporationConference on Corporate Communication 2011 ProceedingsPage 72